Picking a winning list: put your list selection skills to the test. Do you know what will make a...

Choosing among lists for a direct marketing campaign can be a devilish undertaking even for the sharpest circulation executive. Sometimes the list that should work bombs, while the one with only a peripheral connection to the campaign does exceedingly well. What can be especially difficult is deciding between two (or more) very similar lists, both of which could work-although only one does.

What follows is a chance to test your list-selection savvy. We present several direct marketing campaigns, with two or more lists that were tested, and ask you to select, in each ca