So what people -- most people I think recognize as the worst downturn in our economy in most memories -- 1981 -- combining that with the most previous two doesn't equal the downturn in the economy that we saw.

WHITEHOUSE: Press Briefing

By combining its existing 1m names (gathered from people who had responded to previous offers on tinned goods) with lists of similar households bought from brokers, Heinz has built up a database of 4.6m people to send a copy of At Home, a free magazine of recipes which also promotes its products.

ECONOMIST: Hi ho, hi ho, down the data mine we go