Re: A money-making web site

HankHeath_at_aol.com
Thu, 1 Aug 1996 20:24:14 -0400

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In Online Advertising List / Volume 1,Issue #41, July 23, 1996,
jtjordan_at_nafta.net (Jack Jordan) wrote:

<<JJ>> Beyond the ROI, consider the accountability. Most realtors have NO
idea what newspaper ads generate in the way of leads. Most of them who do
advertise (some don't, relying instead on flyer, mailers, word of mouth,
etc.) suspect that if they stopped, their leads would gradually dwindle away
and they would ultimately go out of business, but they don't know. However,
when they get an Email inquiry, they KNOW where that can from... <<endJJ>>

This is a very good point. I see too much on the marketing discussions about
attempts to make Internet commerce into a mass media industry. What you have
just described defines how the 'Net differentiates itself from blind
advertising.

One of the interesting things - to me - is that the demographic data from the
Census that mass media lives by is disappearing according to American
Demographics. In addition, it is dated and overgeneralized information that
misleads a business in making a decision. Several supermarkets in our area
were opened based upon published demographic data. The problem is that within
the past few years, the neighborhoods had changed - radically. Ergo, lost
time and money.

Demographics in the 'Net will be quite another animal. You have a tough time
assigning a zip+4 code to an e-mail address. A number of professionals
besides myself have taken AOL or CompuServe accounts so that we have
no-hassle access no matter where we go. Smart ISPs tell us that we are
wasting money unnecessarily, but they are presenting their point of view.
They are thinking old demographics. They are pushing their needs on a
consumer group. They are not thinking in the new demographics, which would
look to find the needs of the group composed of HankHeath_at_aol.com. If they
did, I would be their customer.

Now, the question is: does this make sense?

Hank Heath

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