In my June 2006 column, “Mutual Benefit,” I introduced the concept of online cooperative marketing partnerships. This is an arrangement between two non-competitive companies to actively promote each other’s products and services to their customer bases. These partnerships offer a great opportunity to grow your customer file and strengthen your brand for very little money out of pocket. Now, let’s look at six steps to get a cooperative marketing partnership deal started. Step #1: Compile the assets you have to barter with. Every company communicates with its customers differently. Take a step back and look at your organization. What customer touchpoints can you leverage for these efforts?
“Businesses based on theft are falling by the wayside or going legit, and a legal marketplace is showing real signs of promise,” wrote Mitch Bainwol, chairman and CEO, Recording Industry Association of America, and Dan Glickman, chairman and CEO, Motion Picture Association of America, in The Wall Street Journal on July 1. Maybe in the world of DVDs, CDs and software. The genteel world of book publishing is another story. Sure, the Harry Potter books have been counterfeited and are selling across Asia. But I was stunned to find that an obscure book written 50 years ago by my father, that’s still under copyright, was appropriated
The Magic of the Two-line Address When I was growing up on Long Island, the mailman frequently would deliver an envelope addressed as follows: Mr. Alden Hatch Cedarhurst, New York The letter could come from anywhere in the world and in just two lines—six words—reach my father out of more than 2 billion people on the planet. This never ceased to amaze me. Every son hopes to outdo the father. So when I became a member of AOL, I had a one-line address: firstname.lastname@example.org. Think of it! In this horrendously complex world with 6.5 billion people, I am reachable with one line—17 characters and a dot—from anyplace on earth and
The Whoring of American Journalism Jan. 5, 2006: Vol. 1, Issue No. 58 IN THE NEWS Surgery Journal Threatens Ban For Authors' Hidden Conflicts With conflicts of interest increasingly casting doubt on the credibility of medical research, a leading surgery journal is cracking down on authors who fail to disclose links to industry, threatening to temporarily blacklist them. --David Armstrong, The Wall Street Journal, Dec. 28, 2005 Column Space is Up for Sale The newspaper industry, which has had a worse year than the Eagles, took an embarrassing hit earlier this month when a syndicated columnist for the Copley News Service—someone whose work
What Republicans can learn from Warren Buffett Nov. 1, 2005: Vol. 1, Issue No. 44 IN THE NEWS US Death Toll in Iraq Reaches 2,000 BAGHDAD, Iraq (CNN)--The U.S. military death toll in Iraq reached 2,000 Tuesday with the reports of three new deaths, and President Bush prepared the nation for more casualties, saying the "defense of freedom is worth our sacrifice. --CNN.com, Oct. 26, 2005 Miers Withdraws Nomination President George W. Bush's nominee for the U.S. Supreme Court, White House counsel Harriet Miers, abruptly withdrew from consideration on Thursday after mounting criticism from the right and the left about her
Playing by the old rules—and winning big. In 1981, Beth O’Rorke had been out of work for three months after spending a year as circulation manager for a start-up magazine called Prime Time, which had run out of money. Robert Cohn of the PDC circulation modeling consultancy steered O’Rorke to The Economist, a British magazine that needed someone to take charge of its direct mail, which she could do in her sleep. On her way to the interview with circulation director Peter Kennedy, O’Rorke bought a copy of the publication at a 42nd Street newsstand and blinked in disbelief. Here was a skinny little