ONLINE-ADS>> Subscriber Surveys

Bryan Farrish (wriite_at_soho.ios.com)
Tue, 25 Mar 1997 16:02:12 -0500 (EST)

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Cliff Kurtzman <cliff_at_tenagra.com> writes:

> The downside to using a simple single field subscription form is that we no
> longer know who our subscribers are and how they heard about our site. The
> latter information we find particularly useful in tracking print and tv
> references to our company and clients.

Yes...knowing who your subscribers are is very important,
especially if your are going to query them individually in
order to obtain some responses to certain issues.

My weekly newsletter Radio-Media has, as part of it's
subscribership, buyers and planners from all the major
agencies. These readers are the least likely to respond to
something they read in a given issue, so I must instead send
them individual emails, asking them by name how they feel
about a certain issue. I then compile the individual
responses, and place them into the next issue. Doing this,
however, would be impossible if I had not sent them a
detailed subscription form when they signed up, so that I
could tell that they were indeed a broadcast media buyer for
Bates, USA, as opposed to a local salesperson for an AM news
station in Switzerland.

My form, of course, also has the ubiquitous "where did you
here about Radio-Media" line in it.

Bryan Farrish
Radio-Media Editor
RADIO-MEDIA_at_adsong.com

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