Online-ads>> e-mail advertising

Bob Bose (bobbose_at_sover.net)
Tue, 17 Jun 1997 11:36:41 -0700

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In issue #109 Alex Heng argued that someone should
start an ad rep company for e-mailed newsletters.

As the publisher of an investment newsletter, that
does accept sponsor ads, I want to echo Alex's
comments. There is a large market for an ad rep
firm - if done right.

Unfortunately, there are problems more unique to the
newsletters than just audited numbers. One large
problem is the lack of standardization of ad size,
and ad placement, to say nothing of format. For
instance, we allow a six line ad, 55 characters
long, and place it near the top of the e-mail.
Alex refers to three lines, and didn't mention
placement. And, we only allow ASCII text as we do
not yet offer the option of receiving an HTML
version by e-mail.

But, it would appear to me that these are not
insurmountable problems given the flexibility
of today's databases and the cheap cost of
storage. The payoff for the advertiser is a very
targeted market, and therefore a higher
probability of their campaign being successful.

The payoff for the rep firm should then be
increased repeat business, and sort of built in
growth as each newsletter strives to grow their
subscription base.

In my opinion, if done right the firm could do
quite well and fill an existing void. The risk,
of course, is that trailblazers get arrows in
their back if a Double-click all of a sudden
decides to join the party. But, who knows,
maybe one can build a solid reputation and
stave off the inevitable competition.

Bob Bose

--
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Bob Bose
Green Mountain Asset Management Corp.
139 Bank Street, Burlington, VT 05401
Free Newsletter - Timely Investment Information
(802) 658-7806  FAX: (802) 658-9409
http://www.stockresearch.com
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