The latest issue of In Publishing is really good James - well done! Especially your editorial about the SIPA conference.

SIPA seems to be a hotbed of successful website owners and it seems strange to me that more mainstream publishers don't attend to get some insight into how it's done (using 'long marketing copy' for example).

I have posted on this at my subscriptions website. Go here to see it.

To me, the recession is not the cause of the dilemma of loss-making websites and shall they go paid-for or not. It's simply brought the issue to the forefront. (as in 'circumstances don't make what we are. They reveal what we are').

At a marketing conference for publishers earlier in the year I asked how many publisher MDs had direct marketing experience. One hand went up - and there were 120 people there. So here are my questions:

As Online and Web marketing are a branch of direct marketing, how many MDs and Chief Executives in publishing have direct marketing experience? And as all the advertising money is going to Online classifieds, how many MDs have classified advertising experience?

As the answer (you've guessed) is around 'none', the problem and solution suddenly becomes clear.

Best,

Peter

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Peter Hobday
Copywriter / Marketing consultant
Publisher: Subscriptions Strategy newsletter
http://www.subscriptionsStrategy.co.uk