This Week's Herman Trend Alert

Leadership in Normal 2.0

  The Herman Trend Alert

February 27, 2002

E-Sharing is Growing

This Trend Alert is admittedly a bit self-serving. This week the Herman Trend Alert marks four years of service. We've issued a Trend Alert every week since February 28, 1998, to a subscriber base that has now grown to over 21,000 people in 55 countries.

When we began our Trend Alert, there were very few e-newsletters compared to today. And still very few, relatively speaking, are focused on sharing information, rather than promotion of products and services. We have noted a proliferation of periodic electronic publications that include some content with a heavy dose of commercialism. We have very deliberately maintained our emphasis on the sharing of information, insight, forecasts, and perspectives. The only touch of commercialism we have allowed ourselves are some modest mentions of our own products and services at the end of each message.

Many of you have shared with us (thank you) that the Herman Trend Alert is the one e-publication that you automatically read. Your automatic "delete" doesn't apply to us. We really treasure those comments. The pressure to add advertising is strong; we've been offered some tempting opportunities. However, we have held steadfastly to the belief that if we deliver value, rewards will come. And a number of our subscribers have engaged us to speak, have brought us in as consultants, and have purchased products from our website,

Our sense is that more non-commercial e-periodicals will be seen on the cyber- landscape, but commercialism will dominate. Understandably, there are plenty of entrepreneurs looking for ways to earn money through the internet. Companies interested in reaching their customers and prospects on a regular basis will develop their own e-publications or join with established services, such as those who co-brand with the Herman Trend Alert.

Many people are irritated with the number of unsolicited e-mails they receive each day. They don't want someone shoving marketing messages at them. Instead, they want to learn, to become aware, to be supported in making wise purchasing decisions. Smart marketers will find ways to share knowledge with customers and prospects, without being obtrusive as this communications platform continues to develop.

© Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Joyce Gioia, Strategic Business Futurist. 336-210-3548 or To sign up, visit The Herman Trend Alert is a trademark of The Herman Group, Inc."

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