We see packages being developed where advertisers buy both airtime and a place in the e-mail. This way, advertisers will be migrating onto the Web in an effective ROI way as oppose to buying banner ads on sites where people may or may not log in. E-mail marketing allows radio stations and their advertisers to own the audience as oppose to allowing them to drift around and 'maybe' see the ad. That's the neat thing about this. Radio stations can make this program profitable for themselves, charging the same rate as other online newsletter sponsorships.
Radio stations can sell at that price and make a considerable amount of revenues.
And the margins are enormous because we don't charge a tremendous amount of money. Obviously there is a real public movement against spam. The biggest thing people struggle with is how e-mail marketing works and where they get the names. The thing I hear most often is that a client will want to buy a list and spam them. Which is a perfectly reasonable thing to come into one's mind, but unfortunately it is not an acceptable model online.