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YOU’VE GOT NEWS: A PERMISSION-MARKETING MODEL USING
SPONSORED ELECTRONIC NEWSLETTERS
Anca C. Micu, M.B.A.
Doctoral Student
Missouri School of Journalism
Clyde H. Bentley, Ph.D.
Associate Professor
Missouri School of Journalism
Online Journalism Symposium, Austin 2004
US Consumers Trust and Annoyance with Select Online
Advertising Formats
 
Forms of Online Advertising % that trust % annoyed by
E-mail subscriptions 39% 13%
Paid search engine listings 14% 29%
Website banner ads 8% 53%
Spam 3% 77%
Pop-up-ads 2% 83%
Source: BPCC Report 2003
Online Journalism Symposium, Austin 2004
The Model
Online
Newspaper
ISP Consumer
Advertiser
Online Journalism Symposium, Austin 2004
Descriptive Statistics for Acceptance of E-mail Categories
E-mail content categories Accepting N %
Accept e-mails with news 1043 1656 63
Accept e-mails with updates from websites they
subscribed to 892 1656 54
Accept e-mails with job offers 281 1656 17
Accept e-mails with retail coupons 247 1656 15
Accept e-mails about software updates 203 1656 12
Accept e-mails with travel offers 158 1656 10
Accept e-mails about financial offers (insurance,
mortgage, etc.) 13 1656 1
Accept e-mails about porn websites 7 1656 0
Online Journalism Symposium, Austin 2004
Discount accepted
10% 44 2.66 2.66
20% 139 8.39 11.05
30% 142 8.57 19.63
40% 583 35.21 54.83
no way 748 45.17 100.00
Total 1656 100.00
Percent discount accepted
Online Journalism Symposium, Austin 2004
Regression Table for IVs Influencing Attitude Toward
E-mail Marketing
Predicting Attitude Toward E-mail Marketing
B S.E. Beta t Sig.
Age 0.03 0.01 0.11 3.99 0.00
Income 0.00 0.00 0.01 0.46 0.64
Number of spam per day -0.01 0.01 -0.05 -2.16 0.03
Monthly Internet Fee 0.00 0.01 -0.01 -0.37 0.71
Online Journalism Symposium, Austin 2004
Regression Table for IVs Influencing Acceptance
of the News Model
Predicting Acceptance of the Model for News
Beta S.E. t Sig.
Gender -0.11 0.02 -4.62 0.00
Age -0.06 0.01 -2.21 0.03
Income 0.01 0.00 0.20 0.84
Attitude toward E-mail Marketing 0.06 0.00 2.46 0.01
Online Journalism Symposium, Austin 2004

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Youvegotnews

  • 1. YOU’VE GOT NEWS: A PERMISSION-MARKETING MODEL USING SPONSORED ELECTRONIC NEWSLETTERS Anca C. Micu, M.B.A. Doctoral Student Missouri School of Journalism Clyde H. Bentley, Ph.D. Associate Professor Missouri School of Journalism Online Journalism Symposium, Austin 2004
  • 2. US Consumers Trust and Annoyance with Select Online Advertising Formats   Forms of Online Advertising % that trust % annoyed by E-mail subscriptions 39% 13% Paid search engine listings 14% 29% Website banner ads 8% 53% Spam 3% 77% Pop-up-ads 2% 83% Source: BPCC Report 2003 Online Journalism Symposium, Austin 2004
  • 4. Descriptive Statistics for Acceptance of E-mail Categories E-mail content categories Accepting N % Accept e-mails with news 1043 1656 63 Accept e-mails with updates from websites they subscribed to 892 1656 54 Accept e-mails with job offers 281 1656 17 Accept e-mails with retail coupons 247 1656 15 Accept e-mails about software updates 203 1656 12 Accept e-mails with travel offers 158 1656 10 Accept e-mails about financial offers (insurance, mortgage, etc.) 13 1656 1 Accept e-mails about porn websites 7 1656 0 Online Journalism Symposium, Austin 2004
  • 5. Discount accepted 10% 44 2.66 2.66 20% 139 8.39 11.05 30% 142 8.57 19.63 40% 583 35.21 54.83 no way 748 45.17 100.00 Total 1656 100.00 Percent discount accepted Online Journalism Symposium, Austin 2004
  • 6. Regression Table for IVs Influencing Attitude Toward E-mail Marketing Predicting Attitude Toward E-mail Marketing B S.E. Beta t Sig. Age 0.03 0.01 0.11 3.99 0.00 Income 0.00 0.00 0.01 0.46 0.64 Number of spam per day -0.01 0.01 -0.05 -2.16 0.03 Monthly Internet Fee 0.00 0.01 -0.01 -0.37 0.71 Online Journalism Symposium, Austin 2004
  • 7. Regression Table for IVs Influencing Acceptance of the News Model Predicting Acceptance of the Model for News Beta S.E. t Sig. Gender -0.11 0.02 -4.62 0.00 Age -0.06 0.01 -2.21 0.03 Income 0.01 0.00 0.20 0.84 Attitude toward E-mail Marketing 0.06 0.00 2.46 0.01 Online Journalism Symposium, Austin 2004