1. 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

2. US Consumers Trust and Annoyance with Select Online Advertising Formats Forms of Online Advertising% that trust% annoyed by E-mail 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

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

4. Descriptive Statistics for Acceptance of E-mail Categories E-mail content categoriesAcceptingN % Accept e-mails with news1043165663 Accept e-mails with updates from websites they subscribed to892165654 Accept e-mails with job offers281 165617 Accept e-mails with retail coupons247165615 Accept e-mails about software updates203165612 Accept e-mails with travel offers158165610 Accept e-mails about financial offers (insurance, mortgage, etc.)1316561 Accept e-mails about porn websites716560 Online Journalism Symposium, Austin 2004

5. Discount accepted 10%442.66 20%1398.3911.05 30%1428.5719.63 40%58335.2154.83 no way74845.17100.00 Total1656100.00 Percent discount accepted Online Journalism Symposium, Austin 2004

6. Regression Table for IVs Influencing Attitude Toward E-mail Marketing Predicting Attitude Toward E-mail Marketing BS.E.BetatSig. Age0.030.010.113.990.00 Income0.00 0.010.460.64 Number of spam per day-0.010.01-0.05-2.160.03 Monthly Internet Fee0.000.01-0.01-0.370.71 Online Journalism Symposium, Austin 2004

7. Regression Table for IVs Influencing Acceptance of the News Model Predicting Acceptance of the Model for News BetaS.E.tSig. Gender-0.110.02-4.620.00 Age-0.060.01-2.210.03 Income0.010.000.200.84 Attitude toward E-mail Marketing0.060.002.460.01 Online Journalism Symposium, Austin 2004