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The eMarketing Digest
© 1996 - 2008
Library of Congress
ISSN 1522-6913

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 The E-Marketing Digest
 Gary K. Foote, Moderator
 Volume #2,Issue #177
 May 27, 1998
 ========================

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

 Table of Contents

 + New Topics

    "A Moment To Simply Pause"
       - Cynthia (Sunni) Freyer

 + Ongoing

    "Charging for E-Pubs"
       - John Watkins
       - Marilyn Strong
       - William Bontrager
       - Gary Schwartz

 + Website Issues

    "To Frame or Not to Frame"
       - John McCabe

    "Banner Ad Management Service Search"
       - Sam King

 + E-mail Corner

 + In The News

 + The Corkboard

    "Affiliate Program Resource"
       - Edwin Hayward

 + Question of the Week

    "Response to Last Week's QOTW"
       - John McCabe

    "This Week's QOTW"
       - 

 ================================================================

 ====================
 Moderator's Comments
 ====================


Good Morning Everyone,

I hope everyone in the US had a good Memorial Day weekend.  I,
for one, had more free time on my hands than I've seen in quite
some time - three whole days!  

Today's issue continues the discussions on Charging for E-Pubs,
with some good posts by John Watkins, Marilyn Strong, William
Bontrager and Gary Schwartz.  I think we're narrowing in on a
good method of delivery here.

Today's lead-off post, though centered around a recent tragedy,
brings up a very real issue about what we are telling our
children with our commercial creations and their companion
marketing campaigns.  It's my hope that we can begin a discussion
on the ethics of what we do from this thoughtful post by Sunni
Freyer.  BTW - Special thanks to her son, Sean, for allowing
Sunni to share his perspective publicly.  He *is* a smart
youngster and we could all learn a thing or two from him.

And now, on with the show...

Your Moderator,

Gary K. Foote


 ==========
 New Topics
 ==========


***  FIRST TOPIC - A Moment To Simply Pause  ***


From: "Cynthia (Sunni) Freyer" 
Subject: A Moment To Simply Pause

 As someone who's workday is happily filled with online activity,
I find that it is rare for something to happen during work hours
that will cause me to be distracted from my Internet professional
activities. Today, though, the Springfield, Oregon, school
shooting has become that rare mental disruption. 

I realize my post here is very off-topic, particularly from
someone who is not a lurker and who considers herself an active
member of this discussion group's community.  Perhaps that is the
very reason that I'm posting.   Or perhaps, it is because as a
resident of Washington state, proximity to the shooting increases
my disturbance, particularly given that this is the 5th such
incident in nine months in the U.S.   Or, is it the discussion
that I had with my smarter-than-me 8-year-old this morning about
the incident and his questions about adults and the internet,
adults and TV?  

I asked my son this morning, as we drove down quiet roads to his
private rural-based school, many questions about the incident,
but for the sake of this list, the most interesting were focused
on his thoughts on how the internet and TV influenced children.
I have pondered his words off-and-on this morning.  After
assuring me that the thought of shooting another human repulsed
him, he said, "But, Mom, I don't understand something. If it's
not ok to shoot somebody, why do grownups even make computer
games where people are shooting other people? You know what,
they're everywhere, even on the internet. " So I asked him if he
thought seeing those internet games would cause a child to shoot
someone. "No. Not really. But what they do do is make it look
easy.  And, you know what, no one ever gets sad in those games
when someone dies.  Never.  Have you ever seen one tear in a
computer game? Ever? "    Later on he asked me why grownups
hadn't made a program that just would automatically bleep every
bad word on the Internet anytime it was seen by some type of
kid-dreamed-up program monitoring the net.  His hands went wild
in the air, explaining how this would be done.

My son, even at his young age, is net- and computer-comfortable
(something Gary learned when he found an email in his box from
Sean, unbeknownst to me,  telling him that news tickers were
interesting for kids too and that he shouldn't avoid putting them
on kid sites.)   What he drove home to me, with his youthful
words, is a reminder that as an e-marketer that our youth are
watching us, the adults, and not only are they watching, but
these short people are thinking thoughts and drawing conclusions
from our actions and words.  And those thoughts aren't always
things I would have thought of (tears in a computer game? I, for
one, never noticed!)  I realized today that my job online is not
only to be of assist to others and to, hopefully, generate
revenue, but I also must be mindful of the fact that somewhere
out there a short person might be watching, a short person in the
process of forming his value system and set of principles.  And
what is most frightening, is a short person who's brain is
spinning in thought faster than we give most of them credit for.  

Perhaps today, all of us on this list might stop just for a
moment and ponder how as adults, whether parents or not, what we
sell online, how we sell it, what we allow in chatrooms, how we
speak to each other in email... influences, even in small
incremental doses, the small people. 

My apologies for the interruption.  I simply thought it was
appropriate today to pause a moment and think, really think,
about our youth.

Sunni Freyer

~~~~~~~~C F N A,  I n c ~~~~~~~~
Cynthia (Sunni) Freyer, President.............cfna@pullman.com
1.509.332.3956 Voice.............................509.334.2525 FAX
Online PR/Marketing/Business Management Services


 =======
 Ongoing
 =======


***  FIRST TOPIC - Charging for E-Pubs  ***


From: The Simple Society 
Subject: Re: Charging for E-Pubs


Mel Eperthener suggested that no one has addressed the TRUE
revenue model of the print media.

To some extent he's right. He's wrong when he says there is no
additional cost to distributing extra copies by Email. Someone
is paying for the bandwidth and, one way or another, increasing
use is going to increase the cost, even if the increment is
infinitesimal. To be fair, the beneficiaries should pay the
cost.

However, I used to be concerned with print newsletters. More
than a decade has passed since then so I can't say whether it
is still true or not--but some of those newsletters were able
to charge much higher prices than other types of periodical.
Some had subscription prices greater than $1,000/year. Why?
Because the information in them was more timely, some was
"exclusive," much was more understandable because of the
expertise of the editor and contributors and, therefore, of
more REAL VALUE to the subscriber. Amongst other things, the
subscriber received  high-value-per-minute. Email speed of
delivery should make the right information even more valuable.

The point: it is the value of the information, not the mode of
delivery, not the format, that determines the price you can
charge. Indirectly, it is the value of the information that
determines whether you can expect much advertising revenue. It
makes no sense to place advertising in a vehicle that is not
read.

I recently asked some non-profit marketing specialists whether
to focus more PR attention on daily or weekly newspapers. The
answer was that dailies were better because most weeklies are
free and many go un-read. So much for the value of FREE.

In the same issue, Vikram Kumar, nicely focused discussion on the
unique ways in which electronic publications can add value.

John Watkins, Executive Director     The Simple Society
mailto:johnw@simsoc.org   http://simsoc.org

FREE--a subscription to Simple Solutions: the Email newsletter
that proves there are simpler solutions to major public problems.
mailto:join-simple_solutions@gs2.revnet.com


***  SAME TOPIC - NEXT POST  ***


From: Marilyn Strong 
Subject: Charging for E-Pubs

Mel Eperthener  wrote:

>The amount of money the publisher 
>gets back is nowhere near
>enough to support the publication.  
>Printing a magazine/newspaper
>is a rather expensive process.  The 
>vast majority of the printing
>costs are covered by ad revenue.  
>In some cases, the subscription
>price does not even cover the 
>distribution costs.

As a former newspaper publisher, I can tell you that if your
subscription price does NOT cover the distribution costs, you're
losing money. The price for the newstands or the subscription
SHOULD cover the distribution costs. And if you're very good you
might even make a small profit on this department.

I agree with Mel, you can NOT use the newspaper or magazine
distribution model to justify charging for E-zines. The
distribution costs are not there to justify the price.

Perhaps it's time people 'fessed up to the real reason behind
charging for e-zines and started creating new models for
generating business revenue through their e-zines.

Marilyn Strong
The Strong Communication Group Inc.
Unconventional thinking for unconventional entrepreneurs


[Moderator's Comments]

Hi Marilyn,

I'm curious...  what are you suggesting might be the response if
people "fessed up to the real reason behind charging for
e-zines"?  I'm interested...

Your moderator,

Gary K. Foote


***  SAME TOPIC - NEXT POST  ***


From: William Bontrager 
Subject: Re: Charging for E-Pubs

>Subject: Charging for E-pubs

>...can PDF files be copied from the screen?

Hi Gary,

Any screen image can be copied by a good screen capture utility.
In the case of large PDF files, it could be a tedious job to
capture every page. Also, the PDF Reader menu bar has a "select
all" function. Using this method, a person can copy and paste
each page individually. Again, it could be a tedious job. A
person doesn't have to go through that trouble, though, because
PDF data files can be copied and shared between all major
operating systems. And the Reader program is available free for
most, if not all, those systems.

I suppose a person could make a program/data file combination
(the program itself includes the data file) which renders the
data in a format which will not permit "selection" of text to be
copied. The data residing within the program could be out of
order and even scrambled, making it nearly impossible to extract
the data from the program code. Headings and other emphasis could
be rendered with fonts different than the main text, possibly
tripping up some OCR software which could conceivably be used on
the graphics of screen captured images. These things may be
deterrent enough.

But the program itself has to be copy protected somehow.

A person could distribute the program in a form that requires
"installation" and the installation process creates a file(s)
that identify that unique copy of the program. However, the
original (pre-installation) code is still subject to copying.

It has been a long day for me and my thinker may not be up to
par, but the following may work:

Each copy of the program contains a unique number (or character
sequence). Unhappily, this would preclude mass production of the
product because each copy of the program would be unique. (One
distribution method may be to generate a unique copy of the
program on demand, such as during downloading.)

Thus every acquired program (actually an installation program)
has a unique number embedded within itself. The installation
program must be run to extract/build the working program.

The installation process requires accessing a master database via
the internet which looks up the unique number of the installation
program and authorizes (or not) the installation. (Only one
installation per unique number is authorized, of course.)

Once authorized, the installation program builds and embeds
within the working program a hardware indentification number
found on that physical computer.

Each time the working program is run, it looks for that hardware
indentification number on the machine it is being run on and,
when found, behaves compliantly. Although it may be copied, the
working program will not work on a different machine.

If this doesn't make sense, Gary, please don't publish it. We've
been working gung-ho on revamping our web sites and this has been
an especially long day. My thinker just doesn't want to think
anymore :)

Sincerely,

William Bontrager
               -=+=-
WillMaster -- The Bontrager Connection:
  Awesome web site and graphic design.
     Screaming hot CGI programming.
       http://www.willmaster.com/ 
All our unique sites are linked at
http://www.willmaster.com/connection/ 


[Moderator's Comments]

William, I think you've covered the bases pretty well.  It sounds
quite workable to me.  

On the other hand, does the following post cover the same ground
with an already developed feature?

Your Moderator,

Gary K. Foote


***  SAME TOPIC - NEXT POST  ***


From: Gary Schwartz 
Subject: Copying PDF files

Our moderator asks:

>Hmmmm...  you pose a side of the issue I had not thought of.
>With this in mind, can PDF files be copied from the screen? 

There's a feature in Adobe Acrobat Exchange (the app in
which you to edit your PDF files) that allows you to set
permissions on the PDF file.  You can disallow both printing
and copy/paste, and password protect these permissions.

You do this from the Save As... dialog box.

That helps quite a lot, as the only other way to copy the
information is to take a screen grab.  It won't deter 
everyone, but will deter most.

Hope this helps,

gary

Gary Schwartz                       tel: +44 (0)171 963 6033
Strategic Planning Manager          fax: +44 (0)171 963 6001
4CAST Limited
191 Victoria Street
London SW1E 5NE         mailto:G.Schwartz@4CAST-analysis.com


 ==============
 Website Issues
 ==============


***  FIRST TOPIC - To Frame or Not to Frame  ***


From: John McCabe 
Subject: To frame or not to frame

Gary, you asked:

Re: > There are also many (myself included) 
    > who just don't care to use sites 
    > implementing them"

--------------------------------
This is of great interest to me.  Why do so many people have a
negative visceral reaction to frames?  It seems to be apart from
any technical aspect of their implementation.  Instead it seems
to be a personal opinion/reaction.  If we could pinpoint just
what it is that is the cause, we could all utilize the benefits
of frames without triggering the negative reactions.  Anyone?
--------------------------------

Here's my .02 worth.

I think it has a lot to do with the same semi-hysterical
reaction to unsolicited email. I've received a few messages
(very, very few) that were so well done, I didn't realize until
almost through that I was reading a spam letter. Those few
aren't connected to my emotional response to the idea "spam".
The same idea carries over to frames, animation, sound files,
and every other new techno-toy that comes along. If it's done
very well, it melds into the overall impression of the site. If
it's done poorly, we tend to blame the technology that made the
irritation possible and avoid it in the future.

I notice that my emotional response to poorly-done bulk email is
almost exactly the same as to a site with minimal content,
tacked onto a frame with a flashing banner rotation meant solely
to pile up impressions. I used to get very angry at the waste of
time and energy. Now I take a moment to pity the waste while I
wait for a new message to load from another site.

At least that's the way my brain works right now.
---------------------------------------------------------------
John McCabe-------------------->jmccabe@web-guides.com
The Road to Financial Freedom starts at http://web-guides.com
24 hour info line --------------------------->1-800-814-9859
In business? Increase your cash flow every time you pick up the
phone and push "1". Email me for more information.


[Moderator's Comments]

John, You said it right with the following;

>blame the technology that made the
>irritation possible

Kind of like "Killing the harbinger of bad news".

Your Moderator,

Gary K. Foote


***  NEXT TOPIC - Banner Ad Management Service Search  ***


From: Sam King 
Subject: Banner Ad management services.

Morning E-marketeers, 

I have recently overseen the authoring of some sites which have
subsequently become popular enough to consider paid banner
advertising. I was wondering if you, or anyone else, know of any
decent banner ad management services. The only service they must
provide is the solicitation of clients for us to sell banner
advertising to. We can manage the banner rotation etc when the
time comes. 

I have approached double click, whose high patronage
prerequisites we easily reach, but unfortunately the site in
question hasn't been around long enough for them to consider
taking us on as a client.

Can you please suggest another alternative?

SAM KING
Marketing & Logistics
SPRINT Software
sam.king@sprint.com.au
ICQ#10507049
22 Green st Richmond 3121
Ph. (03)-9427-9996 ext.23 Fax. (03)-9427-0705
http://SprintSoft.com
---------------------------------------------------------
Check out the Web's newest software store!
http://shop.sprint.com.au

Have you battled lately?
http://battleofthesexes.com/


[Moderator's Comments]

Hi Sam,

You might take a look at Flycast;

http://www.flycast.com

I haven't looked over their requirements myself.  Can anyone here
suggest others?

Your Moderator,

Gary K. Foote


 =============
 The Corkboard
 =============


***  FIRST TOPIC - Affiliate Program Resource  ***


From: "Edwin Hayward" 
Subject: Brand new affiliate-related site

Since there has been so much interest in affiliate programs
recently, I thought it would be good to draw a little attention
to a brand new site that I put on the web today.

Sitecash.com focuses on a variety of affiliate programs (at the
moment there are about 40 programs listed) and each program is
reviewed and assigned a rating. I also highlight how much money
each program offers (% commission, click-through ratio or
whatever).

There is also a guide section that explains what affiliate
programs are, and the kind of things people should be wary of
when signing up for them.

The site is at:-

http://www.sitecash.com/

I hope this is of benefit!

Edwin Hayward
Edwin Hayward, Tokyo, Japan    edwin@pr2.com
Free Website Promotion Course : Learn to promote your
site simply, effectively and progressively...
Sign up NOW at http://www.pr2.com/




 ====================
 Question of the Week
 ====================

***  RESPONSE TO LAST WEEK'S QOTW  ***


From: John McCabe 

>1) Do you use unsolicited direct e-mail as a marketing tool?

I've dabbled with it, still trying to learn an effective method.

>If your response to the above is yes, then;
>  a) Do you send bulk unsolicited e-mail?

Absolutely not.

>b) How many e-mails do you send in a single session?"

Anywhere from 1 to 20.

>c) Do you target your market or use the 'shotgun' approach?

I attempt to target as closely as possible. In fact, if I can't
personalize the message, I don't send it.

>If you target your market then;
>   d) How do you target your market?

Mailing list and newsgroup postings, website content.

>e) What is your response rate?

Haven't made a sale, but haven't been flamed either. Pure
response has been about 20%.

---------------------------------------------------------------
John McCabe-------------------->jmccabe@web-guides.com
The Road to Financial Freedom starts at http://web-guides.com
24 hour info line --------------------------->1-800-814-9859
In business? Increase your cash flow every time you pick up the
phone and push "1". Email me for more information.


***  THIS WEEK'S QOTW  ***


Hi All,

This week's question of the week has to do with how you present
yourself and your business when you first contact a potential
customer.  First impressions are lasting impressions and, as such
are very important.  Appearance, tone of voice, et al, each play
a part, but it is mostly what you say when you open a
relationship that sets its future tone.  So, this week's QOTW is;

"What is your opening line?  How do you strike up a business
conversation?"

 Please Post Your Responses to:    
 mailto:gkfoote@webbers.com?Subject=EMD-QOTW



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