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Technology Stocks : Apple Inc. -- Ignore unavailable to you. Want to Upgrade?

To: Doren who wrote (17984)	9/15/1998 9:36:00 AM
From: Travis	Read Replies (1) \| Respond to of 213177

It's preaching to the choir to place ads for Macs in magazines that are read by Mac users. Why can't they get this at Apple after all these years. Right and wrong. Preaching to the choir has given apple the fiercest loyalty of any big brand. Preaching to the choir also gets the installed to upgrade to new OS's and newer hardware. You can't get a better return on investment (in very general terms) than to advertise to consumers who have already purchased your products in the past and, by the fact that they reading a magazine about your products, show an active interest in your product. On the other hand, apple has allocated far too much $$ to advertising to the choir-and it's annoyed me as well. They should strike a balance-which I think they are beginning to do. Just don't expect to never see an apple ad in a mac magazine again-it won't (and shouldn't) happen. -Travis