[Re: Loose Cannon: Nigeria, Here We Come? Direct Newsline, June 23, 2003]:
Years ago, magazine publishers began surveying their readers, asking how often they read the magazine, which ads they recalled viewing, how long did they spend reading the issue.
This in mind, I passed the “Nigeria” piece around the office and had a chuckle. All of us have received solicitations from Nigeria. No one admitted to reacting to them (Oh, really?). I bet some percentage of readers did react. Just as the magazine publishers so well documented: after seeing an advertisement for the fifth or seventh time, it is then read and action taken. Finally, the advertising succeeds.
Persistency is what Ray Kroc [founder of McDonald
Network
