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exchange

a reciprocal arrangement between two mailers where they each allow the other to send a promotion to their house list. Exchanges are typically done on a name per name basis. Exchanges are common among catalogers that sell to the same market. List brokers and list managers often coordinate these arrangements and track the exchange balances. Although there is typically no cost for the prospect names in the exchange, list brokers and list managers are paid an exchange fee for their services.

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