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AM: I-Sales weighs in on Telogy 'engineers & managers' list (coun't)

To:     "'marketing/advertising discussion group'" <ad-market@netpreneur.org>
Subject:     AM: I-Sales weighs in on Telogy 'engineers & managers' list (coun't)
From:     Mitch Arnowitz <marnowitz@morino.org>
Date:     Fri, 27 Mar 1998 13:12:40 -0500
Organization:     Morino Institute
Reply-To:     "marnowitz@morino.org" <marnowitz@morino.org>

........................................................................
           Internet Sales Discussion List

  I  -  S - A - L - E - S    D - I - G - E - S - T

"Data -> Information -> Knowledge -> Wisdom"
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List Moderator:                         Supported by:
John Audette       Multimedia Marketing Group
ja@mmgco.com         http://www.mmgco.com
.........................................................................
March 25, 1998                          Digest # 638
.........................................................................


	"E-Pub Targeting"
	 	~ James Carroll
		~ Shel Horowitz


++++ next post - new topic ++++

From: James Carroll <JamesCarroll@compuserve.com>
Subject: One newsletter for both engineers and mgmt

John,

This is just a quick reaction to the question posed in Mitch
Arnowitz's post. He wrote on behalf of another who currently has a
100-name newsletter with mostly engineers on the list. 

The question was whether to target the management side in this same
high-tech market with a different newsletter and list or to keep
the content and list as one.

My off-the-cuff response...

One newsletter containing editorial targetted to both of the two
reader-types might just work. The topics pertinent to each should
be broken apart by headings (managers, technical, both) and should
be interspersed through the newsletter, and all such topics should
be short. 

In that way, each of the two reader-types will see that the
newsletter has credentials with the other type. But each will be
able to hop over what doesn't interest them. However, in such a
high-tech area, it is possible that each group will have more than
a clue about what the other cares about; so there will likely be
cross-over readers. And cross-fertilization is always promising.
These two groups should be talking to each other. And the
newsletter will be the start.

The newsletter will not appear to be unfocused; it will appear to
be aware.

Take care,
Jim Carroll

JamesCarroll@Compuserve.com

++++ next post ++++

From: Shel Horowitz or Dina Friedman <shel@frugalfun.com>
Subject: Mitch's dilemma: 2 lists or 1

Mitch raises the issue of how to manage one list serving two rather
different audiences--in his case, engineers and managers.

Seems like it would be easy enough to set up subject headings in
all messages posted from the list. For example, I used to be on
Magwrite, a magazine writers list. Posts came with sortable
headlines such as MAGWRITE:ADMIN, MAGWRITE:MARKETS, 
MAGWRITE:CHAT.

Usiong htis system, it will be simple--especially if you suggest
it--for your recipients to set up filtering mailboxes in their
e-mail software. So, for instance, managers would read TELOG:MGT,
but skip over posts marked TELOG:TECH.

This is a no-brainer if it's a moderated list. If it's unmoderated,
you'll have to beg for cooperation from your readers.

Best,

Shel Horowitz - mailto:shel@frugalfun.com - 800-683-WORD/413-586-2388
Director, Accurate Writing & More
News releases, brochures, newsletters, direct mail, ad copy, resumes, etc.
Books to save you money on business (Marketing Without Megabucks: How to
Sell Anything on a Shoestring)
and pleasure (The Penny-Pinching Hedonist: How to Live Like Royalty with a
Peasant's Pocketbook) - preview them, get free marketing advice,
arts/travel zines & more: http://www.frugalfun.com   Fax: 617-249-0153
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