To: JF Quinnelly who wrote (17339 ) 2/16/2004 4:59:28 AM From: Amy J Read Replies (1) | Respond to JF Quinnelly, No, I'm not kidding. SI does self-selecting. For example, if you go to their website, you would have seen 3 photos of long-blond haired women in skimpy swimsuits. People who like this might go there, so of course sales will be up when they are fed even more of the same. Translated: folks interested in a different profile, would need to go elsewhere -- and very likely these people probably look to find their preferred demographic selecting somewhere else on the Internet. Self-selecting marketing misses targets, which means it's less successful than what it really could be. In fact, one somewhat doubts if SI was ever a public company (I think they eventually got bought out by CNN, if you can imagine that.) Meanwhile, Kleiner Perkins has funded a portal here, that's on its way to IPO, simply because of the success of their 1:1 targeted marketing strategy, which does not deploy the gender stereotyping one would see in SI (SI evidently doesn't do 1:1 target marketing) so one could expect KP's company to be much more successful than what SI ever was.
