February 17, 2004
Written by Bob Meyer, Editor of BarterNews
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We Hear From Our Readers...
Every time I read your publication, BarterNews, or the Tuesday Report, I come away with a valuable insight. Last week I read with interest your reporting regarding the $23 incremental cost of frequent flyer rewards—wow! By the time I get enough miles to reward myself with a free trip, they (the airline) have sold my credit card company 25,000 miles at 2% ($0.02) or $500...not bad eh?
My kind regards,
Editor's Note: From our first issue 23 years ago, our goal, as noted in that issue's Editor's Note, remains: "Our purpose at BarterNews is to provide you, our readers, with a storehouse of information, ideas and contacts."
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Exchange Owners...Start The New Year Off With A Bang By Building
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Barter Is A Form of Securitization
Ever since Fannie Mae and Freddie Mac got the ball rolling in the mortgage market (making illiquid assets liquid by packaging them into securities), securitization has expanded into a variety of other markets, including credit-card debt, auto and home-equity loans, commercial mortgages, and trade receivables.
That practice allows originators to sell assets from their balance sheets and devote their capital to generating new business. Thus, securitization has enabled the extension of credit to a much greater number of individuals and businesses in the United States.
Companies Unused Capacity A Financial Tool
Barter provides real benefits to the undercapitalized small business owner. Because any time a company can take its unused or excess capacity and package it so it can be traded, the company is making a wise move. The proceeds obtained, either goods/services on a direct basis or trade dollars on an indirect basis, can then be used in a variety of ways such as defraying overhead expenses, gaining market share, and paying down debt.
Get New Money-Making Ideas And Valuable Contacts!
You can obtain useful, informative ideas and contacts in every available back-issue of BarterNews.
Marketing Budgets Changing Amid Declining TV Viewers
At the recent American Association of Advertising Agencies' (AAAA) Media Conference and Trade Show in Orlando, ad-buying marketers and executives spent most of their time talking about how best to reach increasingly fickle audiences.
Jim Stengle, chief marketing officer of Procter & Gamble told the attendees that he is open to forging new partnerships with people who have big ideas, because today's marketing model is broken. He also warned that brands that rely too heavily on mainstream media will lose touch.
Stengle pointed out that although P&G spent 90% of its marketing dollars on TV in 1994, that's no longer the case today. (P&G spends around $4 billion on ads globally.)
At another conference held recently by trade publication Advertising Age, John Hayes, American Express's chief marketing officer, said that company now spends about 35% of its marketing budget on TV advertising. A far cry from the nearly 80% spent in 1994.
Marketers are expected to put more emphasis on public relations, product placement, and events marketing as they move forward to answer the challenges of ad clutter and declining TV viewers.
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