YOU’VE GOT NEWS: A PERMISSION-MARKETING MODEL USING SPONSORED ELECTRONIC NEWSLETTERS Anca C. Micu, M.B.A. Doctoral Student Missouri School of Journalism.

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Presentation transcript:

YOU’VE GOT NEWS: A PERMISSION-MARKETING MODEL USING SPONSORED ELECTRONIC NEWSLETTERS Anca C. Micu, M.B.A. Doctoral Student Missouri School of Journalism Clyde H. Bentley, Ph.D. Associate Professor Missouri School of Journalism Online Journalism Symposium, Austin 2004

US Consumers Trust and Annoyance with Select Online Advertising Formats Forms of Online Advertising% that trust% annoyed by subscriptions39%13% Paid search engine listings14%29% Website banner ads8%53% Spam3%77% Pop-up-ads2%83% Source: BPCC Report 2003 Online Journalism Symposium, Austin 2004

The Model Online Newspaper ISPConsumer Advertiser Online Journalism Symposium, Austin 2004

Descriptive Statistics for Acceptance of Categories content categoriesAcceptingN % Accept s with news Accept s with updates from websites they subscribed to Accept s with job offers Accept s with retail coupons Accept s about software updates Accept s with travel offers Accept s about financial offers (insurance, mortgage, etc.) Accept s about porn websites Online Journalism Symposium, Austin 2004

Discount accepted 10% % % % no way Total Percent discount accepted Online Journalism Symposium, Austin 2004

Regression Table for IVs Influencing Attitude Toward Marketing Predicting Attitude Toward Marketing BS.E.BetatSig. Age Income Number of spam per day Monthly Internet Fee Online Journalism Symposium, Austin 2004

Regression Table for IVs Influencing Acceptance of the News Model Predicting Acceptance of the Model for News BetaS.E.tSig. Gender Age Income Attitude toward Marketing Online Journalism Symposium, Austin 2004

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