Provide "subscribers" easy access to additional online information, information that can only be accessed with the hard copy in hand ... enter a keyword link that appears in print and the related information is opened instantly. A simple example would be to tag a baseball story with a keyword link to a free Red Sox screen saver ... no online links, you need the printed keyword to get to it. Or, a link to coupon for deal of the day ... additional pictures, video links, backgrounders ... tons of other examples that could give readers a RTB.
Reminds me of what the guy in the patent office said around 1900 ... "we might as well close, everything has been invented." Saturday delivery could be stopped without hardly a whimper ... and anything wrong with pricing a service to cover costs plus a reasonable rate of return ... an efficiency evaluation by the private sector would probably be in order. In Canada any subdivision built in the last 20 years no longer has door to door delivery, only community mail boxes for every 20 - 30 homes ... a short daily walk for people isn't necessarily a bad thing ...and don't gripe about the disabled, the neighbor would be very happy to do the job. I also have a theory that the USPS could be in the check clearing business ... does the model customer prepares check, mails payment, post office picks up, sorts, transports and delivers, vendor deposits ... sound efficient?
I have been speaking with retail marketers trying to convince them that offline keyword links, not just to expanded product information, but content that might be of interest to a prospective purchaser ... it's like talking to a TV set.
Take a camera retailer for example, a direct link to the specs is nice, but why not to information on how to capture a lightning shot, or tips for shooting in the snow? Explain to me online the difference between an "F" stop and a bus stop. I know some sites have the information, but for some reason like to keep it a secret. Ever seen a sporting goods retailer offer up information on how to properly teach your kid to throw a ball, skate or hit a baseball?
My theory is every SKU should have a keyword link to an online page that lists care instructions, accessories, replacement parts and non-product information that would be of interest to an actual purchaser. I guess care instructions aren't in a retailers best interest, they would rather you gray out and shrink the collars of shirts so they can sell you new ones. The retailer that says "we have information links on every product we sell to keep your purchase fitting well looking great for years" is positively connecting with consumers ... reducing the importance of price as the deciding factor.
My take on retail marketers: basically lazy. Fill the store with crap, run pretty little ads and hope it sells or more importantly, win awards for the ads (and never again find a hat that fits). There is a reason the average tenure of a CMO is 18 months. If the buyers are extraordinarily lucky, hit the right price points and trends ... a dog with a note around his neck could be the CMO :)
Hey BBQ retailers ... "can I get a look at an assembly video BEFORE a purchase?" and planked salmon is great ... any info on how to do it right?
Agree with MBraedley ... The consortium coverage is hopefully the model of future games ... NBC should be parceling out events to ESPN or others ... I think live half-pipe events could draw huge on MTV ... Geez, is shaping content to existing audiences a radical idea?