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04/29/97
Corporate Stamp of Approval More and more corporations are practicing a new form of very direct mail: Nestle and Coca Cola have purchased space on postmarks in England and Australia, and Time-Warner has negotiated a deal with the US Postal Service for a Bugs Bunny stamp. But how can such companies grab epistolatory adspace in the online world, where technology's pushed the envelope so far it's disappeared altogether? Well, how about email addresses themselves? Companies like Hotmail give you free email and then show you ads to make their money, but why are such middlemen necessary?
Let the corporations provide the free email service directly - i.e., greg@coke.is.it.com - and each digital missive becomes a personalized endorsement of the product and a highly visible example of corporate goodwill.
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