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/ Monster Media 1996 #14 / Monster Media No. 14 (April 1996) (Monster Media, Inc.).ISO / text / words_mp.zip / ANYTHING.DET < prev    next >
Text File  |  1996-01-30  |  7KB  |  148 lines
  1. 24, 74, 1, 4, 176, 1, 0
  2.                     
  3.                     
  4.                [YW,LC]â████████████████████████████████████████á[LC,LC]
  5.                [WH,BK]▓▓▓▓▓   GRAB THE READER'S INTEREST   ▓▓▓▓▓[LC,LC]     
  6.                [YW,LC]██████████████████████████████████████████[LC,LC]
  7.               
  8.               
  9.                  Regardless of technical considerations 
  10.                  and poorly designed surveys, people will 
  11.                  read -- wherever they find it -- any- 
  12.                  thing that interests them.
  13.                  
  14.                  Billboard advertising usually conveys a 
  15.                  message in [BK,YW] nine words or fewer. [BK,LC] Many 
  16.                  studies have shown that nine words is all 
  17.                  a typical person can read under normal 
  18.                  circumstances.
  19.                  
  20.                  But let's suppose for a moment that a 
  21.                  downtown billboard appears with a 
  22.                  hundred words in necessarily small type, 
  23.                  and a headline reading 
  24.                  
  25.                           [BL,YW]"MORE AND BETTER SEX."[LC,LC]
  26.                  
  27.                  Does traffic slow to a bottleneck at that 
  28.                  board?
  29.                  
  30.                  Slow understates it. Traffic stalls, 
  31.                  absolutely. Cops rush to the scene to move 
  32.                  traffic.
  33.                  
  34.                  The city attorney grabs his law books to find 
  35.                  ordinances the advertiser may violate. 
  36.                  
  37.                  The mayor rushes to make a statement. 
  38.                  Pastors of prominent churches denounce 
  39.                  the advertiser. 
  40.                  
  41.                  The ACLU produces a press conference to 
  42.                  proclaim that the advertiser has an 
  43.                  absolute right to express his views on 
  44.                  a public street.
  45.                  
  46.                  Newspapers and TV stations show pictures 
  47.                  of the billboard.
  48.                  
  49.                  People from twelve counties drive in to 
  50.                  see the board.
  51.     
  52.                  [WH,BL]                                          [LC,LC]
  53.                  [WH,BL]  Does that put a different light on the  [LC,LC]
  54.                  [WH,BL]  possibility of a significant audience   [LC,LC] 
  55.                  [WH,BL]  for an e-book?                          [LC,LC] 
  56.                  [WH,BL]                                          [LC,LC]
  57.                  
  58.                  When you put something in an e-book they want 
  59.                  to read or see, they'll read it. And pay for 
  60.                  the privilege.
  61.                  
  62.                  
  63.                     [YW,LC]â████████████████████████████████á[LC,LC]
  64.                     [WH,BK]▓▓▓▓▓       TRUE STORY       ▓▓▓▓▓[LC,LC]     
  65.                     [YW,LC]██████████████████████████████████[LC,LC]
  66.                   
  67.    
  68.                   Air personnel in radio stations must be 
  69.                   excellent readers. Basis of their job is to 
  70.                   READ -- commercials, newscasts, weather 
  71.                   reports, public service announcements, and 
  72.                   more. And they must make it all sound as 
  73.                   smooth as if they ad-libbed every word. 
  74.                   
  75.                   The director of a Broadcasting school urged 
  76.                   his students to read for pleasure to sharpen 
  77.                   reading skill.
  78.                   
  79.                   Public school teachers and other factors had 
  80.                   convinced them that reading held no pleasure. 
  81.                   They ignored the director's advice.
  82.                   
  83.                   In the student lounge they never picked up
  84.                   Time, or U.S. News and World Report. Activi- 
  85.                   ties around the world and the nation didn't 
  86.                   interest them.
  87.                   
  88.                   Determined to increase their out-of-class
  89.                   reading, the director slipped a copy of
  90.                   Cosmopolitan into the magazine rack.  
  91.                   
  92.                   Gaudy blurbs on the cover called attention
  93.                   to a short story titled "Deflowering the
  94.                   Boy" and an article title that contained
  95.                   the word "sex."
  96.                   
  97.                   In a week the magazine drooped around the
  98.                   edges, ragged and worn.  Every student read 
  99.                   it.  The instructors read it. The director 
  100.                   read it.
  101.                   
  102.                   The monthly Cosmo became a library staple.  
  103.                   And the students read it.  Every month.
  104.                   
  105.                   
  106.                     
  107.                     [YW,LC]â██████████████████████████████████á[LC,LC]
  108.                     [WH,BK]▓▓▓▓▓   WHAT IT MEANS TO YOU   ▓▓▓▓▓[LB,LC]     
  109.                     [YW,LC]████████████████████████████████████[LB,LC]
  110.                     
  111.                   Students had no interest in national and
  112.                   world politics.  Consequently the news 
  113.                   magazines bored them.
  114.                   
  115.                   But, as the director knew, everyone is
  116.                   interested in sex.  Without saying a word,
  117.                   he gave them the opportunity to read about 
  118.                   a subject that interested them.
  119.                   
  120.                   And they read it.  Eagerly.
  121.                   
  122.                                     
  123.                           [WH,BK] THE MARKETING PRINCIPLE [LC,LC]
  124.                   
  125.                      Offer 
  126.                           The right product
  127.                           At the right price
  128.                           To the right people
  129.                           At the right time
  130.                        
  131.                      And it has to sell.
  132.                   
  133.                                  
  134.                   [BK,YW] THE BOTTOM LINE [LC,LC]
  135.  
  136.                   1.  Write an e-book on a subject that
  137.                       interests a specific audience.
  138.                       
  139.                   2.  Display it in a manner that maintains
  140.                       interest and continually draws the eye
  141.                       onward.
  142.                       
  143.                   3.  Make it available to the audience at a
  144.                       realistic price.
  145.                      
  146.                           
  147.                                 [LC,BL]⌠  ESC  ⌡[LC,LC]
  148.