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 The E-Marketing Digest
 Gary K. Foote, Moderator
 Volume #2,Issue #169
 May 4, 1998

 Put the EMD Member's Button on your website.  Declare your 
 pride in participation while helping to build circulation.


 The E-Marketing Digest Discount Pool 
 Group Registration Code = emd


 Table of Contents

 + New Topics

    "Intro & Affinity Marketing Programs"
       - Ray Gabriel

    "Marketing Insurance Online"
       - Gerald N. Bridgewater

 + Ongoing

    "Internet Checks"
       - George Matyjewicz

    "Selling Ads for Publishers"
       - Cynthia [Sunni] Freyer

    "Charging for Information Online"
       - Cynthia [Sunni] Freyer
       - Claudia Hafling
       - Douglas Freake
       - David Johnson

    "Where/How did you hear about the EMD?"
       - George Matyjewicz

 + Website Issues

    "HTML Marketing"
       - Klaus Arnhold

 + E-mail Corner

 + The Corkboard

    "GVU's Ninth WWW User Survey now underway"

 + Question of the Week

    "What makes EMD different from the 
     other marketing lists on the NET?"


 Moderator's Comments

Hi All,

Happy Monday.  I've had a substantial amount of e-mail from
subscribers wishing to participate int he EMD Discount Pool, but
have not understood my instructions.  I'm not the world's best
explainer I guess.  :)  Anyway, here's the scoop.

To participate go to;
and become a Delphi member by filling in their brief registration
form.  During this process you will choose a Delphi username and
password for yourself.

Once you've become a Delphi member go to the following URL;
Sign in using the Group Registration Code 'emd' (without the
quotes) and you're ready to participate.

BTW - You should only have to use the Group Registration Code
once.  After that your computer should remember your status as
Discount Pool member.

And now, on with the show...

Your Moderator,

Gary K. Foote

         ---- FREE PEGASUS TUTORIAL -----
         In the SUBJECT type pegasus1.txt

 New Topics

***  FIRST TOPIC - Intro & Affinity Marketing Programs  ***

From: Ray Gabriel 
Subject: Intro & Affinity Marketing Programs

Hi All,

I don't remember whether I introduced myself
before, being a silent lurker here, but here
is the short version:

My name is Ray Gabriel and I host the
International Business Discussion Group, 
an e-mail discussion group similar to this

It  has evolved into a real, rather than 
entirely virtual trade organization called 
the Association for International Business. 
George Matyjewicz is one of our more active 
members and has helped our growth tremendously
(thanks George!).

We have a combined membership of over 6000
folks in 150 countries and most exciting is
that our members are starting to meet face-
to-face around the world to network and share

Anyhow . . . I'm trying to locate affinity
programs for our association members without
much luck and am hoping that Gary's E-Marketers
can help. 

What we need are marketers of products/services
of interest to businesses, organizations, and
universities (who are our members)  who would be
willing to offer AIB members discounts and/or
special offers. Simple win-win situation . . .
done every day with associations around the world.

But I'm new to association management and have
found it hard to find businesses willing to work
with us, perhaps because not all our members are
in a given geographical area. Just not sure how 
to approach it.

In any case, I would welcome advice, suggestions
and help (mentoring too!) in implementing affinity
programs with vendors and also in the process of
marketing our association on and off the Net.

Thank you for your time.

Ray Gabriel
executive director 
Association for International Business
hosts of the International Business List
Madison, Ohio 44057-1048  USA   /  ICQ:    10815044
800-359-5166  /  440-428-6163   /  FAX:440-428-5509

[Moderator's Comments]

Hi All,

I encourage EMD subscriber's participation in Ray's fledgling
program.  Building relationships that are mutually beneficial is
the name of the game.

Ray, you wrote;

> ...marketers of products/services
>of interest to businesses, organizations, and
>universities (who are our members)  who would be
>willing to offer AIB members discounts and/or
>special offers.

My experience with the EMD Discount Pool has shown me that people
want the simplest approach possible or they will not participate.
I believe it is the password protected nature of the EMD Discount
Pool at the heart of its slow acceptance.

I'm sure others here have a lot more input than I've can offer.
What about it, folks?  'Enquiring minds want to know...'  mine

Your Moderator,

Gary K. Foote

***  NEXT TOPIC - Marketing Insurance Online  ***

From: "Gerald N. Bridgewater" 
Subject: Marketing


I sell health & life insurance which is very state specific, but
recently I found a Dental, Vision, Prescription plan which I can
market in all states. What is an inexpensive way to start to
advertise or market this product?  E-mail, Banners, what?


Gerald N. Bridgewater -

[Moderator's Comments]

Hi Gerald,

Keeping it inexpensive means your options are limited.  Taking
part in e-mail discussion groups like this is a good start.  You
should create an effective, 6-line or less .sig (signature) to
append to each post.  Let your .sig carry your advertisement and
use your message to participate.  In actively participating you
can position yourself or your business as 'expert' in your field.
This is known as 'giving to receive'.

There are free banner exchange programs out there in cyberland,
but the downfall of most is that they cannot or do not offer
audience targeting.  The best, and most well known, is The Link

They *do* offer various levels and methods of targeting your
banner campaign.  To participate you should create a number of
banners and test them all for best response.  The List Exchange
offers a ton of advice on their site about creating effective

There are lots of other ways of marketing online that take small
amounts of money, but do require a committing considerable time
to accomplish.  I'll leave some room here for others to address
them.  The combined brain power of our subscribers can certainly
put you on the trail of some very effective methods.  OK, Gang...
its your turn...

Your Moderator,

Gary K. Foote


***  FIRST TOPIC - Internet Checks  ***

From: Rainmaker 
Subject: Re: Internet Checks

>Has anyone had any experience with Internet Checks? Who is the
>cheapest the best etc...

We have used Net checks or Checks by Fax for over a year now,
and love it.  We use a package called Rapid Deposit System Lite and another called Versa Check which you can
buy at CompUSA.  Versa ties into Word.

We get many checks, with some as large as $21,000 via the Net and
never had a problem.  The only issue you will have between
countries is the time it takes to clear a check and the fees
involved to clear (can be very high).  With some foreign
countries it can take weeks.  For foreign clients (country, not
people ;-}) we accept credit cards, for which there are no
special fees.

George Matyjewicz            "Rainmaker Extraordinaire"
Managing Partner   
GAP Enterprises, Ltd.
Tel: (201) 939-8533 Ext 821  Fax: (201) 460-3740
Automated Press Releases:
350 Seminars & Trade shows:

***  NEXT TOPIC - Selling Ads for Publishers  ***

From: "Cynthia (Sunni) Freyer" 
Subject: Re: Selling Ads for Publishers

Doug Freake asked if there were any firms that sell advertising
for publishers. In response -- yes, Doug, there are many ad firms
that will handle this aspect.  I want to share with you and
others on this list that we posted this past week a message to
Online Advertising listserve that we are seeking a firm or
individual that will "take over" development of strategy to
generate advertising, setting of prices, creation of media kit,
and implementation of strategy via no-cost or low-cost online
marketing methods for our newsletter.  We will handle building of
subscription base, editorial, distribution and list maintenance
functions, which is labor-intensive work as most of you know. We
will split the proceeds 50-50, but are willing to let the deal be
a 75-25 (25 us) during the start-up period of the first three
months, as they will need to come up to speed and will be
involved in getting the ball rolling.  I have already received 10
inquiries from advertising people who want to explore the option.
We will be extremely selective. We want entrepreneurial thinking,
smarts, and someone who is willing to push the envelope on
traditional thinking.  A strong sense of ethics, integrity is
also something we will be looking for. You may want to consider
OA... or Adam Boettinger's IA list, on which I am an extemely
active lurker, but not a poster.

Sunni Freyer

~~~~~~~~             C F N A,  I n c           ~~~~~~~~
...........         The Online PR Agency ...........
Cynthia (Sunni) Freyer,
1.509.332.3956 Voice.............................509.334.2525 FAX
     soon coming to your computer screen:!
     Online PR/Marketing/Business Management Services
**Those who say it can't be done shouldn't interrupt those who
are doing

***  NEXT TOPIC - Charging for Information Online  ***

From: "Cynthia (Sunni) Freyer" 
Subject: Re: Charging for Information Online

Gary Foote, the webber, wrote:

>Just so everyone subscribed here 
>will know, we will *not* be
>going to a for-pay model for the 
>EMD. Although I spend 
>around 3 hours editing each issue,
>it is our contributors who provide
>the  content here.  Now, 
>who in their right mind would
>pay for something they had a hand 
>in creating?  

Then Claudia Hafling got involved and typed:

>No, But you could charge for some of the downloads on marketing
>and such that you now provide for free to anybody at all on your
> site.  It's valuable information and it's all your
>content.  It's worth a download charge.

And now, Sunni says, which is nothing like Simon says:

Gary, you're right. A discussion list doesn't lend itself to the
fee model and I would assume that the function of discussions
lists is to not only generate a sense of online community and
needed support amongst us netizens, but it also provides a PR
vehicle that contributes to increased awareness and understanding
of the services, skills and acumen of the individuals
participating. (As well as awareness of our spelling and typing
skills ) There is spin-off in that it can and does generate
new leads and prospects for us.  So while the discussion list
itself isn't employing a fee model, revenues can be derived that
offset its onerous expense -- hopefully.  But a commercial
newsletter is a different breed.  It is akin to its print
brethern except in the areas discussed already -- graphic design,
use of trees, use of postage and so forth. 

Even more importantly, and the underlying reason for this
missive, is that Claudia brings home a valid point.  If on the
one hand, the free downloads are accomplishing a marketing and/or
PR function in that they bring webbers sales, then keep them
free.  But, I think we should look closely at this. Choices like
this are made constantly offline.  Some print material's function
is to promote although it does provide how-to's or valuable info.
It's provided free.  And prospecting/lead generation follows.
Other valuable material is produced and sold, as you know,
without the onus being prospecting. Even at a nominal fee per
unit, purchasers still place a higher value on that which they
shell out some shill for.  I know that out on the net, for
example, there has been much dialogue on Pegasus: Why, amy ask,
is David giving such a powerful piece of software away for free?
People just finding it become suspicious, not supportive. Indeed,
this reaction is worth noting.   Additionally, I am well versed
on the history of the net, but I firmly believe that all of us
need to look very closely at what we are delivering online and
whether we should be delivering it for free or not.  I am not
against free delivery of information. I am simply of the mind
that there is a time and place when a fee should be attached --
and we are missing those oppportunities.  All of us contribute to
the creation of the culture.  All of us contribute also to any
future changes in that culture.  My 2cents, anywho.

Sunni Freyer
CFNA, Inc.: PR/Marketing

[Moderator's Comments]

Hi Sunni,

You've got me thinking about a complete restructuring of my
materials.   Darn!  I thought I had things going pretty well.  I
guess this just points out there is always room for improvement.
Thanks for the nudge.

Your Moderator,

Gary K. Foote


From: Claudia Hafling <>
Subject: The E-Marketing Digest, V2, #168

> [snipped] ...micro-charges
for much of my original content, which is, as you said, currently
available for free by a series of autoresponders.  I'm still not
sure if I would gain more than I would lose by doing so.

Make a note on the site:  "If you end up hiring to
work its wonders of the web for you, we will refund any monies
spent on downloading marketing materials from this site" or
something of the sort.  That way, you don't turn off people
who want to hire you - you're giving them an added benefit;
and people who are just after the information have to pay
for it, as is only fair.

--Claudia Hafling******************************
Media & Marketing Concepts
The Hospitality Marketer
Public Relations*Advertising*DTP*E-Marketing 
for Hotels*Motels*Restaurants & Resorts
Contact us at

[Moderator's Comments]

Another nudge in the right direction.  Thanks, Claudia.

Your moderator,

Gary K. Foote


From: Douglas Freake 
Subject: Re: Charging for Information Online

Gary wrote:

>Douglas, I'd be interested in hearing 
>your subscription rate for
>your new newsletter so I can post it 
>here.  The future of pay-for
>publications might be more clearly 
>seen as a result.

My new newsletter is called the World Trade Digest. It is a
monthly newsletter for manufacturers, exporters and importers
seeking assistance in finding buyers and suppliers around the
world. Published by my company (the World Business Network), the
World Trade Digest provides information on public and private
trade assistance available to domestic and foreign companies. I
charge $9.95 US for a single issue and $69.95 US for a one year

I have only mention it on a few e-mail list so far put the
response has been very positive. Perhaps this has something to do
with the subject matter. For less than $6 a month a trader can
get a lot of valuable information without spending days tracking
it down. The e-mail version is a full 12 pages of text with no
advertising. I am currently working on a smaller (8 page) print
version which will contain advertising. With the advertising
support, I plan to mail 20,000 copies to international trade
centres around the world for distribution to local companies.
This will help increase circulation quickly. Subscribers will
have the option of choosing between the more 'detailed'
electronic version with no advertising or the smaller print
version. The advantages of getting the electronic version are; 1)
contains more information 2) they get it as soon its ready for
release 3) no advertising and 4) it's may be slightly cheaper for
subscribers outside North America.

While the electronic version has a number of clear advantages, I
think the print version will be the preferred format for the
following reasons; 

1) people want something tangible to hold, to review or to put on
the shelf

2) people think information on printed material is more

3) it's easier to read

4) people like getting information in the mail

5) since it's on print people value it more (they think - if they
printed it - it must be worth something to someone)

6) people like ads that provide them with useful information

The above reasons are merely observations - they are not intended
to provide a comprehensive explanation of why people seem to
prefer print over electronic information. My background is not in
media. Perhaps the media experts on the list can provide better
insight. The better we understand why people are so reluctant to
pay for information on-line - the more likely we will be able to
convince them to pay.

Best regards,

Doug Freake

[Moderator's Comments]

Hi Doug,

A good list of reasons.  Who else has ideas on why people are
more willing to pay for print pubs than they are to pay for
electronic pubs?

Your Moderator,

Gary K. Foote


From: David Johnson 
Subject: Re: Charging for Information Online


This is a topic near and dear to my heart.  My background
includes the print newsletter business where our company had 9
print newsletters with a total of 25,000+ subscribers at prices
of $129+ per year.

In the business-to-business market, at least, there has
historically been a market for selling newsletters on an annual
subscription basis. Moving to the Web, however, has been
difficult for many traditional newsletter publishers.  They have
had some success promoting print newsletters online, and even
making searchable archives available.  Few have successfully
launched online-only pubs.  I think they often don't understand
how to extend the new capabilities the Web provides to their
historical print models.

We are testing a new "information online" model beginning this
month.  Our product is actually a membership service with an
annual membership fee of $49.  For this a member gets a weekly
newsletter (web-based but announced by email to each member) and
access to other articles, both exclusive to our site and links to
great external articles, as well as a large database of links to
external sources, categorized and sub-categorized for easy

But, in addition, we are integrating online utilities into the
membership model.  The utilities are an aspect that can not be
done in the print world.  Our utilities will generate data on a
regular basis specifically about each member and will maintain
the historical information so we can display it over time.  Not
only are the utilities useful in their own right, but the
historical data will hopefully act as a disincentive to leaving
the service as the ex-member will lose that historical

Our service is actually focused on small businesses with web
sites.  Our content covers all of the topics likely to arise
trying to promote and maintain a web site without a dedicated web
staff.  One of the utilities monitors who is linking into your
site, and a competitor's site, and reports on comparisons between
the sites, detail lists of inlinks, and reports on recently added
or dropped links.  Another utility monitors your site's position
on 5 of the top search engines and graphically displays the info.
Again, this info is collected over time so you can graphically
see trends in your position based on your own keywords.  Other
utilities check your site for dead links and for errors or
warnings in your HTML code.

We have plans to add additional content types and new utilities
over the course of the next year.  Some will be, we think, unique
to the online information model but immensely valuable to our

If anyone is interested in trying out our site for 3 months
please visit and use the promotion
code APRY.  We would value your feedback and will try hard to get
you to convert to the $49 annual membership once you experience
the value of an "integrated online information" site.


David Johnson

[Moderator's Comments]

OK, I'm signed up.  Who's next?

BTW - David, my account confirmation e-mail came as three long
lines of text needing wrapping.  You should add hard carriage
returns at the end of each line with 66 characters as your
maximum line length so all e-mail readers will see your message
properly formatted.

Your Moderator,

Gary K. Foote

***  NEXT TOPIC - Where/How did you hear about the EMD?  ***

From: Rainmaker 
Subject: Re: Where & How Did You Hear About the EMD?

Moderator wrote;

> ...I haven't had anyone
>ever mention that we have been 
>covered in offline mediums.  It
>would be nice to reach a good 
>sized group by that method. Anyone
>have any contacts they'd like to use up?  ;->

Off-line promotion is critical to the success of any newslist.
Doug mentioned the IBL, where I also chair the marketing advisory
committee.  We did a lot of promotion for that list and helped it
grow to 6,500 members in 150 countries in one year!  We also did
promotion for 6 other list owners and helped them grow the same
way.  E-Tailer's Digest will do the same.

One of the problems the press has with printing stories is the
topic needs an interesting twist to it to be successful.  ETD had
a very nice article published last week  As you can see,
there is a unique twist.  The press doesn't want another
marketing list, or another technical list, or another....  As
with your own business, you need to differentiate yourself to get
printed (I have been writing and submitting press releases for
over 25 years).

Now, there is another way.  If somebody knows a member of the
press, and can ask them to consider publishing an article, they
may send out a questionnaire to gather information for an
article.  We did that with the IBL (and again with ETD) where
list members contact their local media and got published.

I'm not saying it is hopeless to get in print, rather you need to
find that piece of differentiation that will get noticed.  There
are 89,000_ lists on the Net, and a lot of marketing lists ( I
subscribe to 26 of them  out of 128 total).

A thought for Question of the Week.  What makes EMD different
than the other marketing lists on the NET?

Automated Press Releases to 7,600+ on-line media contacts 
in 37 countries. 
GAP Enterprises, Ltd.
Tel: (201) 939-8533       Fax: (201) 460-3740

[Moderator's Comments]

Hi George,

Thanks for the suggestion.  This week's QOTW is now officially,
"What makes EMD different from the other marketing lists on the
NET?".  Subscribers may post their responses to;

Your Moderator,

Gary K. Foote

 Website Issues

***  FIRST TOPIC - HTML Marketing  ***

From: "K. Arnhold" 
Subject: Re: HTML Marketing

On 01.05.98  schrieb Gary K. Foote:   
 * I never knew about filename relevance, but of course it makes
 * sense...  everything you can do to include keywords in your
 * website will increase traffic - with the exception of spamming
 * your own page with keywords coded to be the same color as the
 * (invisible text).  Most search engines will see this and lower
 * your relevance.
Greetings all,

There is one point I do find of relevance too: Don't use cryptic
URLs. As for example one does find the homepage of my list at
 or the
linkpage within my site at

The idea behind such a concept is to make it much easier for a 
visitor to remember the URLs of certain pages. I find this of
great importance when you offer certain services or informations
that are updated regularly.

Herzlichen Gruss

Klaus Arnhold

======> Klaus Arnhold NETPROMOTIONS - Always on Target <======= - We let the World know Your Web Site!  
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   Ueberblick per Mail ==>

   :      You Are cordially invited to attend the      :
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 E-mail Corner

[No posts to The E-mail corner Today]

 The Corkboard

Subject: GVU's Ninth WWW User Survey now underway

GVU's Ninth WWW User Survey
Where it Pays to Become a Statistic!
(through May 10, 1998)

 Stand up and let your opinions be known in this time honored Web
tradition!  GVU's WWW User Survey, the oldest and largest
Web-based survey, is administered as a public service to the Web
community by the Graphics, Visualization & Usability Center -- an
academic research center affiliated with Georgia Tech's College
of Computing. As always, all survey results, preserving anonymity
and privacy, are published online free of charge around July 15,
1998.  Your time and participation are greatly appreciated!

But wait there's more -- Cash Prizes!  Numerous $100 (US) cash
prizes will be awarded to randomly selected respondents. After
answering 4 questionnaires, you will be prompted to enter your
email address.

 GVU's Ninth WWW User Survey focuses on:

Web and Internet usage habits Cultural issues in web design
Consumer preferences and behaviors Consumer online privacy
Content rating and filtering Attitudes and opinions on social
issues, electronic commerce, plus others! Webmastering ... and
much more!

 The survey runs until May 10, 1998 so participate now and help
us spread the word! The more data the better! As always, all
results will be available around July 15, 1998 from

For more information, see
or contact

 Question of the Week

"What makes EMD different from the 
other marketing lists on the NET?"

Please post responses to


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