U.S. response rates got you down? Look to Europe.

In the current issue of his Publisher's Multinational Direct, Al Goodloe writes that "the successful launch of the euro opens up greater opportunities for international publishers in Europe."

He says, "The combined economies of the 12 countries that have adopted the euro have a GDP of about $6.5 trillion, or approximately two thirds the size of the U.S. economy. The three European Union (EU) members who chose not to join the common currency initially--Denmark, Sweden, and the U.K.--now seem more inclined to do so, based on opinion polls conducted in these countries, according to an article in the Wall Street Journal....

"Whether the non-euro countries join the common currency system now or later, the euro will be the major currency used in all countries doing business within the region. Eventually, the EU and the common currency will expand to such an extent that the GDP will be equal to or larger than that of the USA. The population of the region will be close to 500 million, almost double that of the USA."

Goodloe continues, "A more vibrant Europe will provide a better climate for marketing international publications.

"A larger single market will spur innovation, enhance productivity, and increase competitiveness. Citizens of many countries will begin to assume a larger identity of 'Europeans,' with a Continental and world outlook. Europe and America, as the two superpower markets, will be exchanging more information about each other. And most certainly, European businesses and professionals will want to know more about what's going on in the USA. Another favorable trend is that English will increasingly be the language that knits Europe together and links it with the rest of the world."

In other words, the time is ripe to market to Europeans. (Just this week, NL/NL received two unsolicited subscriptions from Germany.)