I recently bought a newsletter that is 10 years old and has a fiercely loyal following. People are up in the wee hours reading it, seriously. Anyway, I spent a couple of hours on the phone today with 3 different Constant Contact representatives about a technical problem and they were all pushing the new template. So I asked what it was like and was told that one of the big benefits is that instead of the ads running down the righthand side of the newsletter, next to the actual story and news that readers are interested in, all the ads will be moved to the bottom below the copy. That is the dumbest thing I've ever heard! The advertisers are the people who pay me! No advertiser is going to want to be shunted off to the bottom of the newsletter. People would just stop reading at the bottom of the story section. If you read magazines or watch TV you know that the ads are interspersed between the stories or programming. It's the only way they'll ever get seen. What you're doing by putting the ads at in no-man's-land at the bottom is the equivalent of the television industry saying we're not going to show the ads during the shows anymore, we're going to group all the ads together and show them all at 10 at night. Who the heck is going to watch that?? And who would pay to advertise?? Does your marketing department know about this brilliant scheme? Anyhoo when I heard that idea I just started laughing and basically couldn't stop. Thanks, I needed that.
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