Cross Platform Publishing is the Way to Go; Twin HTML/Print Edition Assures Customer Acceptance.NEW YORK--(BUSINESS WIRE)--June 16, 1999-- "We're we're Contraction of we are. we're we are in the midst Adv. 1. in the midst - the middle or central part or point; "in the midst of the forest"; "could he walk out in the midst of his piece?" midmost of a publishing revolution," said Sarah Stambler, veteran e-mail marketer and author of TechProse, Inc.'s report, BEYOND SPAM: E-mail Marketing Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. That Works"(http://www.mwt.com/spam.html). "With the recent introduction of several e-book strategies, publishers are being asked to gamble on two unproven unproven Dubious, nonscientific, not proven, quack, questionable, unscientific adjective Relating to that which has not been validated by reproducible experiments or other scientific methods for determining effect or efficacy distribution channels." Stambler is referring to the new, costly hand-held hand-held also hand·held adj. Compact enough to be used or operated while being held in the hand or hands: a hand-held video camera. Adj. 1. devices designed specifically to read digital-downloaded books and proprietary software readers that display e-books on the PC screen. "Both approaches are really a stretch," Stambler says. "It's not a reasonable marketing strategy to assume that massive numbers of people will pay hundreds of dollars for a special appliance A stand-alone hardware device or software environment dedicated to a specific task. See hardware appliance and software appliance. to read books. It's hard to believe that people will 'flip' through a book at their computer workstation." Seeing an e-book as a means to an end, Stambler decided to offer her report in an HTML text version, which can be delivered immediately to e-mail boxes. Eighty-five percent of users online can read this format with their browsers. The HTML version gives readers an interactive edition where they can click on links and go directly to websites covered in the report. But when it comes to reading complex material, Stambler asserts, "there's nothing like hard copy to flip through and margins for note taking." TechProse will ship the print edition the same day it delivers the electronic version. Customers receive the e-book edition in an electronic envelope An electronic envelope or e-envelope is almost like a postal envelope in function. A letter or a document is put into a postal envelope, addressed and mailed through the postal system. from M2Direct that collects credit card payment, and verifies transactions in real time. The e-book is commerce protected, Stambler notes, because any time the e-book file is forwarded to another location it cannot be opened without going through the envelope and being asked for another credit card number. The twin edition of BEYOND SPAM costs $229. To order by phone call 800/348-8090 or 212/222-1713, by fax 212/678-6357, on the web go to http://www.mwt.com/spam.html, or by e-mail order@mwt.com. Sarah Stambler is the editor and publisher of TechProse's "Marketing With Technology News", a fax and e-mail newsletter exploring electronic marketing since 1991. Stambler has also toured the country giving seminars on electronic marketing. TechProse,Inc., established in 1984, specializes in electronic marketing, research and publication strategies for companies such as AT&T, Business Week, McGraw-Hill, Merrill-Lynch, Xerox and USA Today USA Today National U.S. daily general-interest newspaper, the first of its kind. Launched in 1982 by Allen Neuharth, head of the Gannett newspaper chain, it reached a circulation of one million within a year and surpassed two million in the 1990s. . |
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