Increasing Consumers' Awareness of Digital Editions
Inbox: How are you getting the word out to consumers about this program?
Maggiotto: The unique thing about this program launch is that it is all being done ... virally through a word-of-mouth and social-networking campaign, which includes active involvement on sites like Gather.com, Twitter, Facebook and LinkedIn. In addition, we are working with some large consumer-facing press outlets and on stories about the program. We also have a strong blog presence.
... There are not any real paid search efforts, or online banners supporting this program yet. We believe that The Read Green Initiative will be a success when consumers embrace it and feel so passionately about it that they spread the word.