Readers of a certain age may remember the General Electric Theater, a television program which didn’t have much to do with electricity other than the announcement at the beginning and end that the production was “brought to you through the courtesy of GE.” Or maybe you recall twenty-mule-team Borax’ sponsorship of Death Valley Days.
Today’s advertisers find themselves buying banner ads on websites and putting dollars into Google’s AdWords. Yahoo’s mailing lists aren’t exactly charitable enterprises, even though they may cost listowners and list subscribers nothing. Yahoo makes perfectly good money by selling advertising on each message sent through its mailing lists.
Even though mailing lists don’t cost much to establish and operate, they do harbor revenue-generating potential for the right corporate sponsor. At the top and bottom of each message sent through a mailing list is valuable real estate which can be leased out to one or more sponsors, creating a banner which could read, in addition to the usual signoff instructions or relevant web pages, something like:
Jackie “I am outraged!” Chiles, lawyer to Cosmo Kramer, is a proud supporter of the LitigationLaw Listserve. To learn more about Jackie Chiles, Esq., go to http://www.jackiechiles.com/.
In a 600-subscriber list generating fifty messages each day, that message could be repeated 30,000 times daily – or 900,000 times each month. Now, obviously e-mail may not be as a valuable a medium as print, but the economy of reaching a larger number of eyeballs, time after time, bears exploration both by list administrators as well as potential corporate sponsors. Configuring a list to include a banner (or to remove one) takes all of about thirty seconds. The banner could remain active as long as both the listowner and its fee-paying sponsor desire. Could there be any easier way to generate income while providing a valuable advertising opportunity?