HOUSE OF CARDS: GM CARD DATABASE STILL ATTRACTIVE DESPITE SLIPPAGE.

Advertising Age, October, 1999 by Guilford, Dave

The affinity card has lost its lustre in Detroit.

Still, General Motors Corp. is determined to mine the GM Card database for renewed prospects.

Down from 12 million cardholders in 1995 to 7 million today, only about half of the GM Card's cardholder base is active, according to data GM submitted for to the Direct Marketing Association. But, while it's down, it's not out.

REWARD STRUCTURING

Executives at GM and Wenham, Mass.-based Mullen Advertising, the agency handling a new campaign for the card-which was delayed from an unveiling Oct. 1-refused to comment on the coming changes.

``We're not ready to talk about it,'' says Mary Kubitsky, communications manager for the GM Card.

However, a DMA conference...

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