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Directory Publishing: A Practical Guide Table of ContentsForeword Industry Overview Industry Profit Margins and Growth The Importance of Directories Directories Defined Industry Size Opportunities for Small Publishers Contrasting Business and Consumer Directories Types of Directories Taxonomy Who Uses Directories Know Your Customers List and Databases Research Owned Markets Basic Market Research Techniques Directories and the Web Same Customers, Different Delivery Buyer Seeking Seller Model The InfoCommerce Revolution The Publishing Decision Determining Sales Viability Estimating Revenues & Expenses Cash Requirements Estimating Expenses Performing a Break-Even Analysis Estimating Revenues A Typical Financial Plan Editorial Understanding Editorial Focus Cross-References Structuring Indexes Developing An Editorial Style Paid Versus Free Listings Standards of Completeness Questionnaires Editorial Questionnaire Response Rates Elements of the Editorial Package Proven Ways to Increase Response Mail Your Editorial Package First Class Obtaining Pre-Publication Orders Invoice At Time of Publication Typical Pre-Publication Response Rates Selling Advertising through the Editorial Package Fax Questionnaires The Simple Secret Gathering Information By Telephone E-Mail Questionnaires Scheduling Editorial Mailings Follow-Up Mailings Debunking the Myth of “Self-Updating” Processing Questionnaires Using Bar Codes To Increase Productivity Web Research Database Publishing Understanding Databases Selecting Computer Hardware Selecting Computer Software Database Terminology Explained Elements of Typical Database Packages Plan Your Database Carefully Typesetting Your Database Desktop Publishing SGML and HTML SGML HTML Web Publishing Commoditization Disintermediation Web Business Models Buying Guides Reference Directories Internet-Only Directory Publishing Keys to Web Success Directory Production Typeface Selection Elements of Directory Design Listing Formats The Importance of Bulking Advertisement Placement Policy Typical Ad Placement Rules Paper Characteristics Binding Your Directory Edition Numbering Printing Economics Web Directory Production
Immediacy The
Advertising Decision
Directory Advertising Advertising Sales Advertising Sales Representatives Advertising Agencies Billing Practices Circulation Importance of the Mailing List Average Direct Mail Costs Postage The Outer Envelope The Cover Letter Premiums The Enclosure The Order Form Always Pay Return Postage Toll-Free and Fax Orders Payment Options Credit and Returns Directory Pricing Developing a House List Source Coding Response Analysis Space Advertising Card Decks The Critical Importance of Renewals Creating a Renewal Series Analyzing Renewal Orders Other Thoughts on Circulation Lifetime Customer Value Sales Promotion Obtaining Book Reviews Trade Association Tie-ins Trade Show Participation Bulk Sales Opportunities Fulfillment Shipping Options Non-Delivery Problems Importance of Prompt Order Processing Legal Considerations Feist vs. Rural Telephone A Recommended Disclaimer Obtaining a Trademark Federal Trade Commission Regulations Always Obtain Advertising Contracts Crediting Advertising Production Errors Directories Published by Magazines Advertising Synergies Other Benefits Create a Separate Directory Editorial Issues Circulation Issues Production Issues Advertising Issues Proper Directory Perceptions Other Ideas Resources |