Click on the link to see the original research.

Are You Seriously Telling Us you're not conducting email campaigns? 

Let's put the statistic above (gathered from about 2,000 marketing professionals) to a bit of a test. Say you own a casual dining restaurant; a typical average check for two guests for dinner runs about $22. Further, you've accumulated 120 names of your customers and avid fans onto your emailing list.

So, you send out a promotion to your list for a Thursday night special of a free dessert with any meal entree. There is no incremental cost to you for sending out the email to your list. Zero. Sink about $4.00 cost per couple for the dessert.

So 5 people on your list (about a 4% rate) come to your place to take advantage of the special and each one brings a date, a friend or a family member with them. So you sell an extra $110 of food that night and sink about $20 into the desserts. You come out of the night with approximately $35 additional profit after food/labor costs. 

Even with this piddly little example, doing this every Thursday will drop almost 2 grand in extra profit into your pocket at the end of the year.

This Is A New And Different Age Of Media

The function of media in society has evolved in recent years, especially due to the digitization of messages. Audiences in the past had to rely heavily on mainstream messages that were generated, sent, and controlled by institutions such as corporations and large media outlets. These institutions determined which issues and stories were newsworthy, thus influencing the public’s perception of what was important.

The emergence of social media (and email and text channels - Ed.) has affected communication patterns in that audiences are now message creators. They also play a more active role in determining which issues are important to cover from a news perspective. However, the basic function of mass media remains the same: to provide audiences with information they need and want to know, for both informative and entertainment purposes.

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