Re: ONLINE-ADS>> Online media kits

Stephen J. Myers Jr. (smyersjr_at_nb.net)
Thu, 17 Jul 1997 09:24:02 -0400

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>>We are in the process of creating a new format that would 'require'
>>a client to leave their information behind 'before' he could access
>>this information online.

>will they be interested in your site, or the potential to advertise
>on your site? I appreciate the web because it allows me to gather
>information without having to request it.

Both these statements are valid. To conduct business in a meaningful
and successful manner requires contact and relationship. Finding the
best way to make a visit less than anonymous and meaningful to BOTH
the visitor and business on the Internet is the trick.

Having over 35 years experience in publishing and marketing has taught
me that the process of giving away information and/or making it free to
access is not the answer, contrary to current thinking. Making limited
information available is valid, but not giving the "whole house" or
enough of the house to enrich another party to make gain without your
product/service. We are in business to make a profit. If it is not
profitable we are fooling ourselves.

One final thought: I often do intensive intelligence gathering for some
clients. The Internet has become one of the better tools for this. A
whole new generation has come to believe putting everything up for the
world to see is the answer. It certainly was for me in one case where I
was able to download a competitor's whole business/marketing plan.

Stephen J. Myers, Jr.
Managing Partner
HighVision Associates

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