Backwire.com customizes news for e-mail delivery

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.

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

specialization.



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.’



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