Yesterday, McBru Blog (a weblog published by the advertising/PR firm McClenahan Bruer Communications), offered an intriguing and potentially instructive post. In “We Know What Readers Like”, “Jeff H” wrote:
“The thinking, among journalists, is that nobody in readerland gives a care about the fact that you’ve brought on a new vice president of customer-facing solutions. Or so we thought.”
According to Jeff H, that newsletter issue included several types of items. (He didn’t say, but I’m guessing the e-mail newsletter offered teaser or summary items, each with a link to the complete piece on the web.) In this issue were announcements of a white paper, recent media coverage, and “a little news release about a couple people who had joined our client’s advisory board.”
Surprisingly (well, at least to me :-)), the advisory board announcement attracted the highest clickthrough rate for that newsletter.
This is indeed an interesting result. I left the following comment on McBru blog, in order to try to put this result into context…