NONE: ONLINE-ADS>> Futurology? Next Friday!
ONLINE-ADS>> Futurology? Next Friday!
john rigby (rigby_at_fablor.com)
Sat, 29 Nov 1997 12:05:41 +1000
Greetings all.
A great list!
I am thus tentative at adding my ever-devaluing Aussie two cents to the
table.........
My background is an oddity in that my skill(?) is being a creative critic.
To look at somebody else's work and fix/enhance it with the "genius" of
hindsight.Heh, Heh...
Yet, it is people like those on this list, bringing up the more outrageous
concepts that do point to the future. More of value, they can change our
viewpoint of what we are doing now. Without pointing to any individuals or
their proposals, a key here is that I personally have been able to save a
great deal of time=money by lurking around and just listening. Thank you.
A point: Looking at "models" here, perhaps the most valuable lessons can
still be learned from the past. To understand publishing at its toughest,
you need look no further than Australia where the demographer's worst
nightmare is a reality. It is also Heaven for Market Testers - if it works
there, it will work in Shanghai or London.
THE SCENE:
We have literally hundreds of Free-to-reader local newspapers, the highest
competitive market state in the world, I was recently told. E.G., In my
little town by the sea, we have 8 Free Newspapers, serving a total
population of less than 30,000 dwellings in total.
We even have cable and satellite Tv now and recently lost our position as
the only town of its size I ever heard of, to not have a Cinema/moviehouse.
We now have a 6 unit theatre. (I'm moving out soon...)
They are delivering Brand (national), local demog, market specific, in
their single packages. It is only possible because they are owner-operated
and thus use slave labour to become feasible( not viable, feasible).
The reason for their existence for the most part, is that it beats printing
and delivering handbills.
Not being any where near as technically educated in the exotica of
reach/frequency/alienation etc as my peers out in the cyberbog, I still
tend to look at all of these things a Sales Cost. I already know what my
gross profits are, I aim increase my nett by two approaches:
Unit converted lead cost: Great if someone says pay me a commission of
"x". Ideal, the ultimate package, to me. This puts the advertising aspect
of selling where it should be, in the hands of the professional at that
aspect.
Increasing volume costs: These are always a diminishing value at a certain
point. Often at that point in any market, the cost of achieving a small
extra penetration will wreck your in-my-pocket profit margins to a silly
point.
One of our peers out in the cyberbog is making a lot of money on the Net
right now. Real folding stuff, by simply targeting prospects with a simple
"Free Newspaper" pitch. "It's cheaper than printing Handbills."
Over to you folks.......
BTW: My Pick Of The Week: SIMPLE encryption prog:
http://www.alcuf.ca/vgp.htm
Cheers!
John
___________________________________________
John J K Rigby JP ICQ 3250943
President
QIDS: Queensland Internet Development Society Inc.
http://fablor.com
rigby_at_fablor.com
vox: 61+ 7 54 938 238
___________________________________________
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