Sort of a follow-up on the post I made earlier.

This is from the 8/2003 issue of "Target Marketing", and is from marketing expert Denny Hatch:

"What spawned this column was the acquisition of two clients who build extraordinary Internet-based businesses-with fabulous Web sites-and then decide to talk to marketing people to figure out how to make money on them. One guy spent $2 million on a financial services site; the other spend $6 million on a newsletter and database. Neither thought through who would subscribe, what to charge, what the offer should be or what medium to use. Rather they put all their cash and energy into creating the Web sites and assumed that marketing was a field of dreams. "Built it and they will come," said Kevin Costner."

It's nice to see that BIG money can be wasted just as easily as SMALL money.

Take care,

Mike Winicki