Corrections or additions?
These articles by Barbara Fox were prepared for the June 13, 2001 edition of U.S. 1 Newspaper. All rights reserved.
Life in the Fast Lane: American List Counsel
Will propinquity result in profits? That was the
unanswered
question last year when American List Counsel, the 23-year-old direct
mail firm, moved into 110,000 square feet in the new building on the
Dow Jones campus. Whether physically rubbing shoulders with Dow Jones
helped or not, American List Counsel has landed an impressive contract
— it will broker and manage the Wall Street Journal’s lists and
manage Barron’s subscriber file. This is a major coup.
Kim Lowenthal, executive vice president of ALC Data Acquisition,
points
to “open communication” between the two companies, and this
will help identify new data sharing opportunities. “With a team
approach,” she says, “we can more effectively negotiate
reciprocal
and exchange agreements to create a win-win situation for all
parties.”
ALC Data Management now offers Wall Street Journal lists with more than 1 million active
subscribers and 123,000 addresses of people who subscribed within
the last 12 months. The consumer-base master file is a whopping
4,068,000.
Barron’s has 164,000 subscribers and 234,000 past subscribers.
Nonprofits take note: you get almost half price on these lists. The
fundraiser rate is $75 per thousand as compared to the non-financial
business rate of $140 per thousand. The active subscriber list
generally
costs $170. To select addresses by any additional criteria costs more.
To get them by gender, for instance, costs $11 per thousand, but if
you want women, only 17 percent of subscribers are female.
Have you always wondered about the demographics of Wall Street Journal?
Average age is 54, and the average value of their investments is $1.7
million. Yet the average employment income is $186,900. Apparently
reading the WSJ helps them fatten the portfolio.
Also perhaps not surprising, 69 percent of them have a home office,
if only to manage their investments. About 85 percent are college
graduates and all but 4 percent have had some college, while 64
percent
are professionals or managers. One fifth are in the financial
profession,
and one third work for a big corporation, with 43 percent involved
in a small business.
Barron’s demographics are similar, except Barron’s has fewer women,
slightly lower net worth and income levels. The ads gush that Barron’s
editorial “can rock the market. Its subscribers manage enormous
portfolios using cell phones and laptops loaded with the most robust
software. Don’t overlook this select audience for all the trappings
that wealth can provide — exotic travel, fine jewelry, elegant
gifts, the latest fashions, and even sports cars.”
“With the rapid proliferation of data and the ability to
affordably employ it,” says Jeff Fisher, direct mail manager for Dow Jones,
“we aligned ourselves with a marketing firm that knows how to
acquire it, analyze it, and profitably put it to use.”
“The bottom line,” says Fisher, “is that we are facing a
challenging
period of how we acquire and retain customers.”
American List Counsel, 4300 Route 1, Building5, CN 5219, Princeton 08543-5219. Susan Rappaport, COO. 609-580-2800;fax, 609-580-2888. Home page: www.amlist.com.Top Of PageExpansionsDynax Solutions Inc., 4250 Route 1 North, SouthBrunswick 08852. Jeff Tranchina, vice president. 732-329-1400.The information technology company is moving from HQ at Forrestal Village to 4,100 squarefeet in the 40,000-foot single story building owned by S.T. Petersonat 4250 Route 1 North, a former location for HIP-NJ.The nine-year-old firm provides E-business solutions to middle marketand Fortune 1000 companies. Headquartered in New York City, it has400 employees and offers Internet/Intranet strategies and development,applicationimplementation, systems integration, network integration, andclient/serverarchitecture and software development. About 10 people will work atthis location. Susan Wolstromer represented the landlord and MattMalatich of CB Richard Ellis represented the tenant.The company has just released SalesTracker 2.0, acustomerrelationship management software program that includes call reporting,correspondence, product quoting, and customer objectives. It can beused with Lotus Notes or other web browsers.Edwin Altman, the president, had been chief information officer andvice president of a unit of Lucent Technologies. Joel Pietrantozziis responsible for this branch office as well as those in Cleveland,Durham, and Chicago.Tracer Research, 1 Deer Park Drive, PrincetonCorporatePlaza, Suite G, Monmouth Junction 08852. Marjorie Stivers, operationsmanager. 732-274-1888; fax, 732-274-2922. Home page:www.tracerresearch.com.The environmental engineering firm will move from Princeton CorporatePlaza to Livingston Avenue in North Brunswick. Tracer Research isknown as a pioneer in the commercial application of soil gas surveys.Using the Tracer Tight leak detection method for underground andabovegroundstorage tanks and pipelines it has investigated more than 10,000 sitesworldwide.Tracer claims it can test a pipeline or tank, with virtually nointerruptionof your operation, by injecting inert gas (a formulated product calledTracer) into the system. After a certain period of time goes by thecompany looks for this gas in the soil. “If we find it, weinvestigatehow it got there,” says a spokesperson. “Usually it’s a leak,but we check again.”This office does leak detection, not repair, for its clients, whichinclude refineries, commercial airports, military bases, andmanufacturingfacilities. Marjorie Stiver is the operations manager here, and HenryBrault the project manager. Among the field professionals are EdCarmichaeland Kodjo Savi, and more are being hired.Tracer will take 5,000 square feet or about one third of the new17,400-square foot building at 1583 Livingston Avenue in North Brunswick.Matt Malatich of CB Richard Ellis represented the tenant, and JoanCenicola of NAI/James E. Hanson the landlord. Headquartered in Tucson,Arizona, Tracer Research has offices in California, Colorado, Georgia,and Texas plus London, England, and Florence, Italy.Top Of PageContracts AwardedSenesco Technologies Inc. (SENO), 34 ChambersStreet,Princeton 08540. Ruedi Stalder, chairman and CEO. 609-252-0680; fax,609-252-0049. Home page: www.senesco.com.Harris Moran Seed company is paying $4 million for the exclusivelicenseto commercialize Senesco’s technology in lettuce, cantaloupe, andhoneydew melons. The contract provides for royalties when speciesare commercially introduced.Senesco is a three-year-old gene discovery firm that aims to usesenescence(aging) control to improve crop quality and productivity — meaninglonger shelf life, increased yield, increased biomass, and greatertolerance to environmental stress.Based in Modesto, California, Harris Moran is known for unusualvegetablevarieties that boost yield, reduce the need for chemicals, andincreaseflavor and quality. Part of the $1 billion Groupe Limagrain, HarrisMoran distributes seeds in more than 65 countries.”This is a significant step forward for Senesco,” says RuediStalder, chairman and chief executive officer, calling the HarrisMoran deal “further validation of the commercial value of ourtechnology.”Icon Genetics Inc., 1 Deer Park Drive, PrincetonResearch Center, Suite C, Monmouth Junction 08852. Newell Bascomb,president. 732-329-1600; fax, 732-329-1616. Home page:www.icongenetics.com.Research on wheat and rapeseed will be funded by a fifth grant froman agency of the German government, the Federal Ministry of Educationand Research in Berlin. Icon will use the grant’s $2.9 million todecrease development time for these European crops by using generecombinationsand plant hybridization techniques.Top Of PageStock NewsOrchid BioSciences Inc. (ORCH), 303A College RoadEast, Princeton 08543. Dale R. Pfost Ph.D, chairman, presidentand CEO. 609-750-2200; fax, 609-750-2250. Home page:www.orchid.com.Last week Orchid BioSciences floated 5.55 million shares of commonstock for $6 a share and raised about $33.3 million. RobertsonStephens was the placement agent. The company operates in the red, butbefore the offering, the company had enough cash to run for about ayear, and now it can keep going for 18 to 24 months. Since last month,Orchid’s stock went from just over $4 to more than $6.One previous investor, President Life Science Corp., a food maker inTaiwan, announced in May that it had put more than $6 million intoOrchid. President Life hopes to do research on proteins as well asspine-related research.Bristol-Myers Squibb Company (BMY), Route 206 andProvinceline Road, Box 4000, Princeton 08543-4000. 609-252-4000.Bristol-Myers Squibb will pay top dollar — $7.8 billion — forDuPont’s pharmaceuticals unit and will use the DuPont products tofill out its inventory. B-MS will acquire the AIDS drug Sustiva and the clot-buster Coumadin but DuPont retains an interest in Cozaar, its bloodpressure medication developed with Merck.Top Of PageLeaving TownADC Telecommunications Inc. (ADCT), 250 PhillipsBoulevard, Suite 255, Ewing 08628. Barry Zhang, manufacturing manager.609-771-4370; fax, 609-771-4371. Home page: www.adc.com.As reported in May, the manufacturing half of this operationhad been closed down, and the R&D division will be gone by the endof June. Some of the two dozen remaining employees are moving toMinneapolisto work with the parent company, and some are taking terminationpackages.Everyone gets paid through July, says Barry Zhang, and the companyis sending “find another job” trainers to conduct two-daysessions. Founded by Zhang as Princeton Optics, this division doesR&D on fiber optics components.Top Of PageDeathsVirginia Murphy Teasley, 49, on June 2. She was ahousekeeperat the Palmer Inn.Rosanne M. Chiappardi, 49, on June 4. She was giftcoordinatorat the Peddie School and secretary to the alumni and annual funddirectors.Next StoryCorrections or additions?This page is published by PrincetonInfo.com— the web site for U.S. 1 Newspaper in Princeton, New Jersey.
