E-Centric:

IN THIS ISSUE

	Newspaper Death Watch: They’re Charging What?!
	Tips for E-mail Marketing Success: Quality over Quantity
	Brand-Exposed Consumers Buy More: OPA
	Stupid Media Watch: Consumer Hacks Strike Again

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Newspaper Death Watch: They’re Charging What?!

And from the print-publisher-in-utter-denial file comes news that the Newport, RI Daily News is changing its pricing structure to punish people who want to read their news only online.

The Daily News will now charge $145 annually to a newspaper subscriber, $245 if a subscriber wants the paper and access to the paper’s Web site—and, if you can believe it, $345 if the subscriber only wants the Web site.

Yep, The Daily News is charging subscribers more than twice for its content online than for its printed edition.

Bold? Yes. Stupid? Double plus yes.

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Tips for E-mail Marketing Success: Quality over Quantity

Back in 1999 e-mail marketing was all the rage. It seems as today, it is getting a lot of attention again but for much different reasons.

Ten years ago, the subject line was the key qualifier to determine which messages would get your attention. Today, a decent open rate can boil down to whether your audience perceives value or credibility in your From/Sender line.

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Brand-Exposed Consumers Buy More: OPA

As part of its ongoing effort to get ad buyers to look beyond the click, the Online Publisher's Association has released a study claiming that consumers exposed to a brand’s advertising are more likely to visit the brand’s site, view more of the brand’s site’s Web pages and spend more money on related products or services.

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Stupid Media Watch: Consumer Hacks Strike Again

Is being willfully ignorant a prerequisite for getting a job as a consumer news reporter? A lot of the time, it sure seems so.

Case in point: last week’s coverage of Forrester Research’s forecast that e-mail marketing spending will hit $2 billion by 2014.

The trades all got it right. After all, it was a fairly straightforward reporting assignment on the projected growth of e-mail marketing.

However, with most consumer reporters seemingly having a tourettes-like need to identify all commercial e-mail as spam, it wasn’t entirely surprising that the Wall Street Journal and the Boston Globe published blurbs implying that Forrester’s forecast was a prediction on the growth of spam.

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