Ray worked with B-2-B and Consumer clients throughout the world ... including USA, Canada, Mexico, Asia, the South Pacific, Europe, the Middle-East, Central & South America, Africa.

This website is a compilation of Ray's 10 years on the Web.

The Works of Marketing with Ray INDEX

June 12 , 2001 • Volume 1 Issue 4


In the long ago someone decided numbers were needed to ease mail delivery.

Because I've been kicking around this earth longer than many, I recall the days before zip codes. Not only did we not have 5 or 9 digits ...we got along with one! Or none.

The telephone industry, bless them, made it easy to spend money. First they added a single digit, followed quickly by 3 more. Then another, maybe another - maybe 10 others!, and a phone rings in another part of the world. Wonderful. It works.

Of course that led to mandatory area codes - which have grown to such a large quantity a separate directory is needed to keep track. i.e., in Arizona where I live, there was one area code for the entire state when I moved in less than 10 years ago. Half a dozen years back it split in two. Now - well, I really don't know. Too many to count.

If you live in greater New York City - ditto. Or southern California USA. It isn't going to stop - as we get more and more people using more and more telephony we will have more and more numbers.

So, should we be surprised the dot.com domain designation for web sites is fast filling? I think not.

In a fashion similar to the popular toll-free 800 phone number, dot.com was the first, and thus the most popular web site common denominator. Its use flopped over into E-mail, too ... although that's really another story.

Just as the phone companies literally ran out of 800 numbers, and created 888 / 877 / 900 and others - to fill the demand, ditto those fine folks who are in charge of dot.com.

Early on dot.net was born. Technically limited to operators of networks ... although this is not true in practice. Many companies picked it up when they were unable to get the dot.com they wanted.

dot.org has been in use for a while, originally at non-profit organizations. Yet, it has been used elsewhere, too.

dot.mil is exclusively for USA military. dot.edu for USA educational institutions. dot.gov for USA government only.

The rest of the world adds a country code (dot.uk, dot.ca, and dot.ru for the United Kingdom, Canada, and Russia), yet I have many friends around the world who use dot.com because their organizations registered the domain in the US or because they work for a multinational company.

Take Canada Post -- you can reach their website via www.canadapost.com or www.canadapost.ca. They have registered both domains.

A world wide corporation based in the USA seemingly has all the web sites they could imagine. Still, their e-business communication has grown so rapidly they've had to create an E-mail structure that looks like fname.lname@abc.co.uk The country code has not spread to their many web sites.

INB Internet Radio Network, where my RAYdio programs are based, has an interesting mix of .com and .net. The web site entrance is www.inbradio.com, or for my bike program, www.BigBikesandTrikes.com. Yet, my E-mail address is Ray@INB.net.

What this all says is the E-zone we live in is not about to go away anytime soon. Or slow down. At least not much. And just as conventional radio and television stations need airwaves, the E-society needs more domain extensions. More designations.

They are almost here. By mid-summer of 2001 you'll find these 6 new extensions available to choose from;

... dot.biz for businesses and corporations,

... dot.info for information based services, such as libraries, newspapers, magazines and others in publishing,

... dot.pro for the "professionals", such as law, medicine, accounting engineering and similar,

... dot.museum for exhibitions, trade shows, archival groups, and - you guessed it - museums,

... dot.aero for those services and companies in the air travel industry,

... dot.name for personal and individual websites.

This is good. This allows a mega-number more options. What we should each hope is the "police" who hand these domains out, make certain you qualify. So the Boston Museum gets the dot.museum, United Airlines gets their choice of dot.aero. And your kids get dot.name.

Dive in. You can pre-register for the new domain name of your choice through the accredited registrars. If you're interested - go for it.

The World Guide to Direct Mail Marketing

That's the title.

The sub-title says "A Resource for Successful Direct Mail Management". A very nice and well put together oversized 370 page book from The Universal Postal Union.

The history of the Union is rather interesting. It goes back to 1874. Today it operates under the United Nations umbrella - yet, they are headquartered in Switzerland. UPU represents 6 million postal employees in 700,000 post offices, 189 member countries. They estimate 400 billion mail items flow through the system every year.

Even today, in this E-society, direct mail is a working business tool. To find new business, to take care of what you have, to upgrade, to cross-sell, to urge repeat business. So, this book may be something you should have on your desk. It is good. I know ... I'm a small part of it!

To learn more or to get your very own copy, visit http://dmwg.upu.int/ or send an E-mail to Ms. Ferrari or Mrs. Grisley via directmail@upu.int.

The Works of Marketing with Ray INDEX

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