LETTERS to the editor

MAKE DOWNLOADS UNIQUE
(When Is Too Far, December)

I loved the column. Thanks for having the [guts] to say it.

As for your Digital Directive piece, I'm not so enthusiastic. Yes, brands are wild about offering free music downloads — but consumers aren't. Most people already download songs for free! Less than 2% are paid for via iTunes, Amazon etc. So there's no perceived value. I've heard that the redemption rates for previous efforts by Pepsi etc. have been awful.

The better incentive is to offer “the song you can't get anywhere else.” Record labels are desperate to expose their artists and will over songs that are unreleased or unique.
Beau Phillips
President
Rainmaker Media

BUSY SIGNAL
(The Burden is On You, November)

The New York Times was nice enough to include the toll free number to opt out, but you weren't? Gee, thanks… Even so, I really did appreciate the article because I have four phones with Verizon. I was easily able to find the opt-out number online, so the important part is that you provided the “heads up.” Love your magazine also!
Vicki L. Jenkins
Marketing/Research
LEWCO, Inc.

BEAR TRACKS
(A Bear Story, December)

We absolutely loved your “Bear Story.” It was a terrific column and we just wish we had footage of the bear opening our cooler. That, no doubt, would have been a popular video on YouTube.

What a great visual!

We also want to extend our sincere thanks for your lovely comments regarding our commitment to customer service. It was so kind of you and we are truly honored. It is always a pleasure to hear from a member of our customer family — especially when the news is so fun!
Beth Weiss
Omaha Steaks