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Taylor wrote:

I find the idea ridiculous the more I think about it. Amazon went from a 90% market share to
a 45% market share, on the basis of web sites that do not advertise?

Yesterday I went to (real) Borders and bought a book. (Plato's Republic, $8.95) At the checkout they gave me a free bookmark for my book. The bookmark says, "Come visit us at our new address!"

It seems to me this 1-cent strip of card is much better advertising than a $50,000 thirty-second TV spot. For one thing, it targets people who buy books, instead of people who watch TV.

My point is that not all advertising dollars are created equal.

Richard Mason
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