Print newsletter surpasses earlier e-newsletter in circ. (To the Editor).In response to Bruce Levenson's letter in last issue, "Print will not be the rocket fuel that propels our growth engines," Harry Schuhmacher, of San Antonio San Antonio (săn ăntō`nēō, əntōn`), city (1990 pop. 935,933), seat of Bexar co., S central Tex., at the source of the San Antonio River; inc. 1837. , writes: "I started in this industry six years ago with only an email newsletter, Beer Business Daily, a straight b-to-b news daily. When I told NEPA what I was planning they thought I had been chewing peyote peyote (pāō`tē), spineless cactus (Lophophora williamsii), ingested by indigenous people in Mexico and the United States to produce visions. in West Texas. It has plugged along quite well and provided a decent living for my family. "But I launched a paper newsletter last year which has surpassed BBD BBD In currencies, this is the abbreviation for the Barbados Dollar. Notes: The currency market, also known as the Foreign Exchange market, is the largest financial market in the world, with a daily average volume of over US $1 trillion. in circulation at a much higher subscription price. So what gives? "I have found that the medium of delivery of the newsletter does not matter nearly as much for a newsletter's success as the ammunition for the sales letter that the concept provides. Even the content is not as important as the ability to credibly say, 'If you don't subscribe to this newsletter and right now, your business will be bankrupt in six months and your children will starve,' or something similarly daunting daunt tr.v. daunt·ed, daunt·ing, daunts To abate the courage of; discourage. See Synonyms at dismay. [Middle English daunten, from Old French danter, from Latin . "I haven't gotten into free e-mail newsletters with targeted advertising but I probably will. I recoil recoil /re·coil/ (re´koil) a quick pulling back. elastic recoil the ability of a stretched object or organ, such as the bladder, to return to its resting position. at the thought of ad sales, but it is looking like that may be the price we pay for a changing, dynamic, wonderful industry." Harry Schuhmacher, editor and publisher, Beer Business Daily, 210-805-8006, ext. 1, fax 877-585-5866, harry@beernet.com. |
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