ALEXANDRIA, VA: Backwire.com is making an effort to bring some order to the wild frontier of the Internet - and the company is claiming PR firms are likely to be among the biggest beneficiaries.
ALEXANDRIA, VA: Backwire.com is making an effort to bring some
order to the wild frontier of the Internet - and the company is claiming
PR firms are likely to be among the biggest beneficiaries.
The company has launched a service offering specialized, free e-mails
containing summaries of the day’s leading news stories in 32 different
categories. In coming weeks, recipients will be able to further
customize their content.
Backwire CEO Tom MacIsaac said that PR agencies and corporate
communicators will benefit from receiving a ready-made compilation of
news. ’It will be very valuable,’ he promised, noting that Backwire’s
agency of record, Edelman, uses the service to compile daily summaries
of news stories that are of concern to clients.
’It’s like a TV Guide,’ he said. ’People are frustrated with the tools
that are available to navigate the Web.’
MacIsaac claims approximately 17,000 people signed up during the
service’s first week of operation. The average subscriber receives five
different lifestyle e-mails.
What makes the service unique, MacIsaac contends, is its
Two months from now, e-mail recipients will be asked to further refine
the information they receive by answering a series of questions.
Also, the service uses advertising to cover its costs. ’E-mail marketing
is really hot,’ MacIsaac explained. ’Advertising click-through rates on
e-mails are 11% - that’s 22 times higher than banner ads on Web sites.’