What's the price of a good name?
About 6 and a half cents.
That's the new lower price per name that Mothers Work (NASDAQ:MWRK) is touting to companies that want to use its customer list to send junk mail (or as they put it. "partner messages") to pregnant women and new moms.
In a press release, Mothers Work, the Philadelphia-based designer, manufacturer and retailer of maternity clothes proudly announces a new lower base price of $65 per thousand names on its ‘Families Masterfile’ and ‘Children’s Birthdays’ mailing lists.
Here's how the press release quotes Rebecca Matthias, president of Mothers Work, talking about the list: (For best effect, read out loud breathlessly, but sincerely, trying to avoid an ironic tone for prenatal channels -- is that some kind of reverse delivery?)
“Dressing over 2.8 million pregnant women each year, A Pea in the Pod, Mimi Maternity, Motherhood Maternity and Destination Maternity are the experts when it comes to reaching both the expectant mom and the new mom. Our partners continually find success in acquiring new customers through the premier prenatal and new parent channels. We have an extensive database ideal for direct marketers of all kinds, especially now for those marketing to new parents and families with children who are hungry for information at this critical life-stage!”
The release makes the point that all the people opted in to be on the list, which is being managed by Adrea Rubin Management, Inc. Particularly enticing is the prenatal hotline list (Mothers Work Families Masterfile) monthly of over 100,000 Mothers Work customers that can be sliced and diced by age and income and mail order data - even by Hispanic name.
If the "partners" don't want to send junk mail, they can also talk to MothersWork about its customer gift bag program or gift card, delivered to the 2.8 million "newly forming households" shopping at Mothers Work stores annually.
