Lightwave Responds
Question:
What is Lightwave doing to ensure the Quality and Quantity of Advertising Leads?
Answer:
Lightwave has instituted a new combined reader service and subscription offering that will allow us to begin to capture complete dossier-level information on Lightwave readers service respondents. The data collection starts in December - but by mid-year 1998 we will offer our advertisers ad or ad program specific reports that will include a personalized "BPA-like" statement breaking out their reader service respondents by: type of company, function within company, and by buying authority.
Imaging you sell patch cords. In "your" report you discover that 90% of your respondents not only buy/specify patch cords, but they can also buy/specify splicing products. You might then write your next year`s business plan to include expanding your product line to offer splicers.
The information we are expecting to provide Lightwave`s advertisers will give our marketing partners a significant ROI on their invest ment Lightwave.
There`s more! Also, beginning in January, the new reader service card goes on-line.Then early in 1998, we will have an on-line reader service offering which will allow Lightwave subscribers to e-mail their inquiries "directly" to Lightwave`s advertisers - via a short stop that allows us to capture their name and so forth, so we can process it for further reports, etc.
Lightwave is the hub of activity. Our new marketing strap couldn`t be truer ...
LIGHTWAVE The Hub of Fiber-Optic Connectivity