Broadcast Potential

The broadcast potential of the E-mail message is enormous.  Consider the case of Ms. Forrest's fifth grade class at Taylorsville Elementary School in North Carolina.  Their curiosity initiated an experiment to see where in the world their E-mail would travel.  The project "Geography Alive: Around the World with E-mail" started with the school's computer lab assistant sending copies of the E-mail to 32 people in her address book.  A note asked these individuals to send the information to everyone they knew online.  Within an hour they heard from Texas, a couple of hours later Japan.  In less than 30 days there were over ½ million responses to the initial E-mail from all 50 states and over 70 foreign countries.¹

The impact and potential power of geometric progression facilitated through technology is profoundly demonstrated in this example.  There should be little doubt as to why marketers in the electronic world place such high value for electronic information networks.  There is no other vehicle where marketers can generate such a vast connection with potential customers.  Many states have instituted legislation that strictly regulates the use of "spamming" or broadcasting unsolicited E-mail in order to protect the public from an onslaught of unwanted advertising.

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Citation Number: Vol. 2, No. 2, Page 074