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When BQ called me to discuss reviewing the LEXIS-NEXIS Universe (LNU), I listened carefully albeit with some trepidation. After all, my field is not information retrieval, it's marketing and corporate communications. Nevertheless, I said, "Okay." (What am I crazy?) I immediately told BQ we should call the article "Duh" because it would be followed by three columns of white space. But she wanted "realworld, real people, end-user experience," so I fell into her trap.
[Before you continue, please refer to previous articles appearing in Searcher examining the LNU site, namely, Paula J. Hane's "LEXIS-NEXIS Announces Universe to Access on the Web" November/December 1998, and Amelia Kassel's Web Wise Ways column, "LEXIS-NEXIS Brings You the Universe," January 1999.]
My first encounter with the Universe left me up against a brick wall where I slid dizzily to the ground discouraged - apparently because I had not done my homework. I did not prepare a search list or outline. Instead I clicked all over the site, logging off with only bits and pieces of facts and figures. My only comfort came from surmising that the average end user would probably execute a similar course.
Usually I enjoy the pursuit of elusive answers. The enjoyment overcomes some of the trials and tribulations of exploring new, unknown territory. Lacking a good working knowledge of search techniques and unable to ascertain the value of the results, I decided on a very practical approach to this entire review of LEXIS-NEXIS Universe. I narrowed my searches to two areas of interest where I was thoroughly farniliar with the subjects: direct mail marketing and the topic of "aging."
Direct Mail Marketing
As managing editor of The Local Business Front, a monthly community newspaper in Northeast Scottsdale (Arizona) mailed free-of-charge to small businesses and affluent households in two ZIP codes (85255 and 85260), I need to keep abreast of the area's demographics and growth. We have a direct mail marketing division that sells space, then prints and circulates merchant coupon books. Before you target a ZIP code and direct your sales efforts properly, you must gather relevant statistics.
The aforementioned ZIP codes, 85255 and 85260, have an estimated annual...