***Spring 2001***
Hello Everyone!
Spring has sprung -- finally -- and so has our next quarterly edition of
the newsletter, as we emerge from the cold, dark recesses of winter! Ok,
so it's not that bad...but April snow is something I'll never get used to!
In this edition, you'll find:

***What do people want online?
***Online in the Third World
***Some facts to spring on the unsuspecting
***Top-selling domain names
***Media notes
***Marketing idea
***Water-cooler special


What do People Want Online? It's not what you think it is.

by Jay Conrad Levinson

What people want online is a question guerrillas ask themselves
a lot. Whether it's for fun or work or something else,
understanding a consumer's motives once he or she logs on is a
necessity. But the experts don't seem to agree on what people

Some folks see the web as a vast, new field for advertising
messages, assuming that while people may want to do something
else, if we can entice them with flash, we can sort of trick them
into paying attention to our products and services.

Guess what. That's not gonna happen.

Other folks seem to subscribe to the notion that people online
are looking for entertainment on the Internet, and therefore they
construct messages aimed at persuading while playing. And,
in other cases, the time-honored direct-response model wins out:
Grab people when you can, get 'em to take an action, and then
market, market, market. The answer may be that the consumer has
and wants a lot more control than we give him/her credit for.

Today, webmeisters are in control. Sort of. In a perfect
cyberworld, people will be in control. Sort of.

Two recent studies shed light upon this dilemma. One was
conducted by Zatso. The other was conducted by the Pew Research
Center. Zatso and Pew. (Those guys didn't spend much time
reading "how-to-name-your-company" books, I guess.) Still, both
of their studies illuminated the answer as to what people want
to do online.

The answer, as most answers, is very utilitarian: People want to
accomplish something online. They're not aimless surfers hoping
to discover a cybertreasure. Instead, the average Net user turns
out to be a goal-oriented person interested in finding
information and communicating with others -- in doing something
he or she set out to do.

Look at the Zatso study. "A View of the 21st Century News
Consumer" looked at people's news reading habits on the web. It
revealed that reading and getting news was the most popular
online activity after email. The guerrilla thinks, "That means
email is number one. How might I capitalize on that?"

One out of three respondents reported that they read news online
every day, with their interests expanding geographically --
local news was of the most interest, U.S. news the least.

Personalization was seen as a benefit, too. Seventy-five percent
of respondents said that they wanted news on demand and nearly
two out of three wanted personalized news. The subjects surveyed
liked the idea that they, not some media outlet, controlled the
news they saw. They feel they're better equipped to select what
they want to see than a professional editor. Again, control
seems to be the issue. Again, guerrillas think of ways to market
by putting the prospect in control.

The Pew Research Center study revealed that regular net users
were more connected with their friends and family than those who
didn't use the Internet on a regular basis.

Almost two-thirds of the 3,500 respondents said they felt that
email brought them closer to family and friends -- significant
when combined with the fact that 91% of them used email on a
regular basis. That's 91%. It took VCRs 25 years to achieve such
market penetration.

What did people in this study seem to be doing online when they
weren't doing email? Half were going online regularly to
purchase products and services, and nearly 75 percent were going
online to search for information about their hobbies or
purchases they were planning to make. Sixty-four percent of
respondents visited travel sites, and 62 percent visited
weather-related sites. Over half did educational research, and
54 percent were hunting for data about health and medicine.

A surprising 47 percent regularly visited government web sites,
and 38 percent researched job opportunities. Instant messaging
was used by 45 percent of these users, and a third of them
played games online. Even with all the hype in the media, only
12 percent said they traded stocks online.

What does this mean to e-marketers? It means that if you're
constructing a site for goal-oriented consumers, you'd better
make sure you can help facilitate their seeking. Rather than
focus on entertainment, flash, and useless splash screens, the
most effective sites are those that help people get the
information they want when they need it. Straightforward data,
information that invites comparison, and straight talk are going
to win the day.

A client buddy of mine showed me his website which heralds his
retail location and attempts to sell nothing online. He said it
has been the biggest moneymaker in the history of his
35-year-old company. Then he apologized for its lack of glitter
and special effects. He asked how his site could be so
successful even though it lacked anything to add razzmatazz and

Now, you know the answer.


Ever wonder what "going online" actually means in some other countries?
The internet isn't quite as "global" as we think it is...

China: Threatens prison sentences and death penalty for some
cybercrimes. Has abandoned "Great Cyber Wall" strategy of blocking
outside access in favor of policing and selective enforcement.

Germany: Holds Internet service providers responsible for content
on their services, provided they are aware of it. Requires blocking
of access to content to be technically "tolerable or feasible."

Iraq: Requires government authorization to install a modem. Lets
the general public access the Internet in one of four cybercafes but
says people must not go against the "teachings of Islam" or offend
"ethics and morals."

Myanmar: Owning a modem without government authorization is
punishable by up to 15 years in prison.

North Korea: The only country to ban the Internet. Runs the
government's own Web sites from servers based in Japan.

Saudi Arabia: Routes all Internet connections through proxy
servers based at a control center known as the King Abdulaziz City
for Science and Technology (KACST) in Jeddah. Caches
government-approved Web sites locally and filters others.



If you think you're soooo smart...and you know everything,
the following facts should prove to be interesting.

1. Rubber bands last longer when refrigerated.
2. Peanuts are one of the ingredients of dynamite.
3. There are 293 ways to make change for a dollar.
4. The average person's left hand does 56% of the typing.
5. A shark is the only fish that can blink with both eyes.
6. There are more chickens than people in the world.
7. Two-thirds of the world's eggplant is grown in New Jersey.
8. The longest one-syllable word in the English language is
9. On a Canadian two dollar bill, the flag flying over the
Parliament building is an American flag.
10. All of the clocks in the movie "Pulp Fiction" are stuck on 4:20.
11. No word in the English language rhymes with month, orange,
silver,or purple.
12. "Dreamt" is the only English word that ends in the letters "mt".
13. All 50 states are listed across the top of the Lincoln Memorial
on the back of the $5 bill.
14. Almonds are a member of the peach family.
15. Winston Churchill was born in a ladies' room during a dance.
16. Maine is the only state whose name is just one syllable.
17. There are only four words in the English language which end in
"dous": tremendous, horrendous, stupendous, and hazardous.
18. Los Angeles' full name is "El Pueblo de Nuestra Senora la Reina
de los Angeles de Porciuncula".
19. A cat has 32 muscles in each ear.
20. An ostrich's eye is bigger than its brain.
21. Tigers have striped skin, not just striped fur.
22. In most advertisements, the time displayed on a watch is 10:10.
23. Al Capone's business card said he was a used furniture dealer.
24. The characters Bert and Ernie on Sesame Street were named after
Bert the cop and Ernie the taxi driver in Frank Capra's "It's a
Wonderful Life."
25. A dragonfly has a life span of 24 hours.
26. A goldfish has a memory span of three seconds.
27. A dime has 118 ridges around the edge.
28. It's impossible to sneeze with your eyes open.
29. The giant squid has the largest eyes in the world.
30. In England, the Speaker of the House is not allowed to speak.
31. The microwave was invented after a researcher walked by a
radar tube and a chocolate bar melted in his pocket.
32. Mr. Rogers [of Mr. Roger's Neighborhood] is an ordained
33. The average person falls asleep in seven minutes.
34. There are 336 dimples on a regulation golf ball.
35. "Stewardesses" is the longest word that is typed with only the
left hand.

Now, you know everything.


Meanwhile, back in the real world...

The Top Selling Web Domains Of All Time (in US Dollars):

Business.com in 1999 for 7.5 million
AsSeenOnTV.com in 2000 for 5.0 million
Korea.com in 2000 for 5.0 million
Wine.com in 1999 for 3.5 million
AltaVista.com in 1998 for 3.3 million
eShow.com in 1999 for 3.0 million
Loans.com in 1999 for 3.0 million
Dotnology.com in 1999 for 2.5 million
Tom.com in 1999 for 2.5 million
Autos.com in 1999 for 2.2 million
Coupons.com in 1999 for 2.2 million


Has time run out for you to make a killing?


Media notes:

Our next trip with "Golfing the World" is scheduled to take us to Bermuda
in June, followed by yet-to-be-scheduled jaunts to Ireland, Scotland
(yeah--Turnberry and St. Andrews!) and Mexico. Look for the program on a
Fox Sports Net affiliate near you. Check out the production on our
website link with "Golfing The World!"

ESPN Radio and WLVI-TV in Boston have been keeping us busy, which is a
good thing! We've also recently performed voice work for Patriots.com,
the official website for the NFL's New England Patriots. Another session
is scheduled for later this week, as well!

Other on-going projects include finding a new radio home for Brown
University's football team (done!), marketing and promoting the City of
East Providence's 21st Annual Heritage Festival, and coaching Little
League Baseball. The latter doesn't pay much, but the rewards are better!


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And now, for something completely different.

12 things not to say to a policeman:
(thanks, Rooms!)

1. I can't reach my license unless you hold my beer.
(OK in Texas)
2. Sorry, Officer, I didn't realize my radar
detector wasn't plugged in.
3. Aren't you the guy from the Village People?
4. Hey, you must've been doin' about 125 mph to keep
up with me. Good job!
5. Are You Andy or Barney?
6. I thought you had to be in relatively good
physical condition to be a police officer.
7. You're not gonna check the trunk, are you?
8. I pay your salary!
9. Gee, Officer! That's terrific. The last officer
only gave me a warning, too!
10. Do you know why you pulled me over? Okay, just
so one of us does.
11. I was trying to keep up with traffic. Yes, I
know there are no other cars around.
That's how far ahead of me they are.
12. When the Officer says "Gee Son . . . your eyes
look red, have you been drinking?" You probably shouldn't respond
with, "Gee Officer your eyes look glazed, have you been eating


As always, we hope you'll take some time to visit us online at
www.jmrcommunications.com ! Be sure to tell us what you think, and we'll
see you in the Summer!