Subject: Qualifying the Customer Re: name-brand readers From: dowjone!rexb (Rex Ballard) Date: Mon, 14 Mar 94 00:50:07 EST

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There may be several aspects of the future "Electronic Newspaper" to consider.
The electronic publication market will probably begin to fragment into
interest groups.  Essentially a matrix of interests and localities.
One of the problems with spaceless, timeless Ciberspace is that you often
have difficulties accessing local services and products.  Electronic
"News Services" based on local distribution/servers are a big potential
market especially in the domain of classified advertizing, news, community
events, and local initiatives.

Finding a 1947 Desoto is probably very easy.  The internet several groups the
discuss automobiles.  Finding a 1991 Honda Civic in Middlesex County New Jersey
for under $5000 is a bigger trick.  On the other hand, if someone is willing
to sell their Honda at anywhere near my terms, we could do a deal within a matter
of minutes (Hypothetical example).

Housing, apartments, personals, and employment are other areas where cyberspace
provides a national audience of highly qualified local markets.  For example,
if I was looking for a M.I.S. Project Manager position in Denver, Colorado
I could find it in cyberspace, even though I am now living in New Jersey.

The human variation of that capability is to have an "On-Line Broker" who
can match my requirements to what is coming over the net and call me when
he gets a match.  He could even negotiate for my terms on my behalf.

This is an opportunity for double-dipping.  The publisher can charge the
provider because he is giving access to qualified subscribers.  The publisher
can charge the subscriber for filtering out the noise and providing only
relevant information from the provider.

The Hypertext notation within keywords can be provided as a means of providing
contact information.  If you wanted to attach a targeted advertisement instead
of a general reference, you could contact the hypertext distributor with the
announcement you want coupled with each article about your company.

In electronic publishing, time becomes critical.  The article is released
within seconds after it is received.  The editor adds search aid information,
the advertiser is sending adertising advisories, and the article is "packaged"
for publication, complete with advertising, in less than 60 seconds.

The subscriber recieves the article and if interested is sending E-Mail, citing
the reference ID of the article and requesting more information about the product
or service mentioned in the hypertext article.  A CC: is sent to the publisher,
who will receive a bonus for the referral.  In some cases, that referral could
be worth several thousand dollars.  A tenth of a percentage point if the deal
closes.  That's 2% of a real-estate broker's commission.

We aren't there yet, but...


	Rex Ballard
	Project Manager
	DowVision Joint Ventures
	Dow Jones & Co. Inc.




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