Newspapers Get Aggressive With E-mail

By: Carl Sullivan

If e-mail really is the “killer app,” newspapers seem to be in an aggressive mood. Across the country, publishers are adding to their e-mail alerts, including choices of the non-news variety, such as employment and shopping.

In one of the nation’s fastest-growing job markets, The Atlanta Journal-Constitution will soon add e-mail capabilities to its new online career center, http://www.ajcjobs.com. Job seekers who register at the site can choose to be notified by e-mail whenever a new employment listing that matches their criteria appears in the system.

The e-mail and registration technology is being provided by New York-based Bigfoot Interactive, which provides similar services to Washingtonpost.Newsweek Interactive.

Pam Hege, marketing manager for ajcjobs.com, said the e-mail program also will be employed to send registered users information about new features on the site or in the newspaper. “It really allows us to collect some valuable demographic information from our users,” she said.

But not everyone is outsourcing their e-mail delivery. The Tribune Co.’s Orlando (Fla.) Sentinel will use Affinium marketing technology from the Unica Corp., Lincoln, Mass., to manage, personalize, and target the content of its e-mail newsletters, enabling delivery of relevant, up-to-the-minute news and offers to subscribers. The paper previously used a service bureau for e-mail, but brought that function in-house in an effort to control costs and the timing of e-mail distribution.

Boulder, Colo.-based PublishMail also continues to sign up publishers for its e-mail delivery services. The company’s latest client is The Jerusalem Post, which is e-mailing a wide range of items to its readers.

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