Name-Finders Lists Inc., San Francisco, has been named manager of the WinningEDGE database of sporting and gaming enthusiasts. The database, new to the market, encompasses both postal and e-mail files.
The WinningEDGE is a TV show devoted to sports analysis. It appears on the Fox Sport Net during the college/NFL season, and on PAX, Comcast and DirectTC. Viewers can get sports handicapping advice by dialing a toll-free number or by visiting WinningEdge.com. The postal file contains the names of 248,000 buyers/inquirers at their home addresses. The opt-in e-mail file lists 230,000 online buyers and newsletter subscribers. These consumers are mostly males, ranging in age from 18 to 55. They have incomes of $65,000. Gwin Inc., the parent company of The WinningEdge, was candid about its reasons for putting the list up for rental. “Building our databases to a critical mass where we are able to utilize them as an additional revenue stream is an important company milestone,” said president Douglas Miller in a statement. “Revenue generated from third-party use of our databases is especially valuable as it comes with minimum incremental cost and therefore a significant proportion can be expected to drop directly to the bottom line.” The cost is $175/M for e-mail names and $110/M for postal names.
