<snip>
<i>&gt; I'd like to see what everyone thinks of this treatment and</i>
<i>&gt; in fact the whole idea of using print to promote web sites and internet</i>
<i>&gt; services.</i>
&lt;/snip&gt;
Janet,
Halleluiah. Whether or not people like or not USA Today's particular
index, the *concept* is both valid, sound, and NEEDED! (I liked it, by
the way). I think it is safe to say we are now at a point where the URL
can be put in print ads or other print media without baffling/offending
the Web Challenged out there. My 68 year-old Mom now knows what a URL
is, though she's never seen a web page.
To me, if a company has a web presence, then any piece of paper that
leaves the Marketing department or Ad Agency, be it a print ad in a
magazine, a year-end report, a monthly newsletter, a business card, or
for that matter a even a book of matches, should have the URL on it.
I guess one could argue that for certain types of ads and certain types
of products, like those that try and evoke a certain feel (Klein,
Chanel) then the url may perhaps be intrusive, or counter to the
messsage. I'd say no it isn't. People are smarter than that. A small
URL, verticle along the page in a corner, takes nothing away from an ad
compared to what it potentially gains for the company.
As for printed directories in major publications, the Wall Street Journal
did one back in June that was well received, and based on the response
for a client of mine that was in it, it worked like a son-of-a-gun.
Leaving a URL out of a printed piece wont put you put of business, but
it is certainly a missed opportunity to further engage. What's funny is
that every day I see ads for big companies that I know have web sites,
but they haven't put the URL in their ads. Silly, silly, silly.
Again, good job with the Index.
Eric Ward,
NetPOST(tm)
Comprehensive Internet Media Awareness Campaigns
<a href="<a href="http://www.netpost.com~~~~~~~Netpost@netpost.com">http://www.netpost.com~~~~~~~Netpost@netpost.com</a>">http://www.netpost.com~~~~~~~Netpost@netpost.com</a>
"The Internet's first, and still only
media campaign service for Web sites"
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