Posted in Driving Website Traffic	September 21, 2006

By Kim Mateus , Managing Editor Mequoda Daily and Library

We see lots of publishers that still don't understand how to integrate the Internet into their marketing operations. They understand the importance of coming up with a free giveaway, they understand the value of publicizing it, but they don't understand how to convert website traffic into customers. Basically, it's the old media/new media paradigm at work.

"Old media" reasons for using PR

• Boost single-copy sales—especially for a magazine sold only or primarily on the newsstand.
• Build the brand—perhaps lift response rates in the next direct mail campaign, bolster brand awareness among ad agencies and advertisers, and increase recognition among consumers.
• Market a single product—a book, for example.

"New media" reasons for using PR

• Boosting single-copy sales, building the brand, and marketing a single product still hold true as appropriate PR objectives in a "new media" environment.
• Drive traffic to the website—to a landing page related to the topic being publicized—where conversion architecture enables the publisher to trade a free downloadable or accessible item for the visitor's email address, offer a free email newsletter, and begin to build a marketing relationship.

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