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Check It Out

Who's Buying?

The Lifestyle Market Analyst, published by Standard Rate & Data Service (SRDS), proves to be a gold mine, with information about demographics and lifestyle activities for cities throughout the country. The book gives Smith information she didn't expect: dozens of consumer magazines and sources of direct-mail lists, categorized by lifestyle. If Smith ever uses direct mail to market her cards, she knows where to find lists targeted to animal lovers.

Smith is curious about the cost of advertising in magazines and newspapers around the country. The librarian suggests she look at the series of books SRDS publishes. "Each book is updated annually," the librarian explains, "and covers a different medium: television, radio, business publications, consumer magazines and direct marketing."

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This article was originally published in the June 1998 print edition of Entrepreneur with the headline: Check It Out.

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