Re: ONLINE-ADS>> The Amazon.com model

Michael Sloser (mike_at_mesagrp.com)
Thu, 24 Jul 1997 13:17:19 +0000

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treknews_at_juno.com (Jason T Ellis) wrote:

> So what do you think? How much business will I loose because people
> will be fearful of buying from an unknown entity? I know these people and
> I've dealt with them for years -- it's a great store and the people who run
> it are absolutely fantastic. But most internet users won't know that.
>
> How important is that name recognition? And will that be as severe a
> problem as Amazon.com's click through to their site problem?

Jason:

My advertising agency does a lot of work in the publishing field and so
I'm quite familiar with Amazon.Com. While they have a huge recognition
factor on the net, I have heard others complain about their system of
only crediting affiliates with the one title requested.

I believe you will be better served by going with a local, specialized
source. At the end of the day, the customer's main concerns are price,
selection, and availability. If you can do that, and give a sense that
you are focused on your visitor's needs, I see no reason why your sales
should suffer. In fact, by working with a local bookseller, you may have
a better opportunity to develop a personality for your book sales that
will generate even more sales.

Good luck and let me know how you make out.

Michael Sloser
Chairman/CEO
The Mesa group

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