How Madison Avenue Let Down Corporate America and How Both Failed

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Rick Schwart'z blog has only been online one week and it is already doing what he promised, "Ruffle some feathers." In his first week of publishing his blog after 10 years of posting on industry chat boards, Rick takes aim of the failure of the hotel industry and Madison Avenue in particular and the corporate world in general. He gives a stinging indictment of them missing the single biggest opportunity in any of their careers. Rick lays out a case that has to make one stop and think and then stop and think again to see if it applies to their industry.

Rick Schwart'z blog http://www.RicksBlog.com has only been online one week and it is already doing what he promised, "Ruffle some feathers." In his first week of publishing his blog after 10 years of posting on industry chat boards, Rick takes aim of the failure of the hotel industry and Madison Avenue. He gives a stinging indictment of them missing the single biggest opportunity in any of their careers. Rick lays out a case that has to make one stop and think and then stop and think again to see if it applies to their industry.

In the first week before this latest jab at big business, Rick has laid out a case for the historical importance of domain names and like land that has oil on it.

Rick states, "Just like land may have 'Mineral rights' such as oil, a great domain may also have mineral rights in the form of 'Type in Traffic' from folks typing in your domain name directly into the navigation bar. If someone types in CubicZirconia.com and spells it right do you think they are not qualified? Not targeted? Is that visitor not valuable? Maybe even more valuable than most traffic because of the closing ratios they achieve?"

Rick cites examples of success with Bank of America "Getting it" and acquiring loans.com. Barnes and Noble owning books.com and Calvin Klein owning underwear.com

On the other hand it is not Campbells Soup that owns soup.com. Rick illustrates this colossal failure and the future costs associated with being short sighted as it pertains to market share.

Rick Schwartz has been buying domain names since 1995. His collection of 5300 domain names is not large when compared to those in the hundreds of thousands of domains but with domain names like Property.com, Tradeshows.com, ModelHomes.com, Widgets.com and Candy.com he has one of the best commercial domain portfolios.

In addition to his domain name holdings, Rick runs a private by invitation only chat board and is the cofounder and CEO of the domain industries premiere trade show, T.R.A.F.F.I.C. http://www.TargetedTraffic.com which holds its next show in New York City in June. The by invitation only event expects as many as 600 of the "Biggest and the best" to be in attendance.

The blog officially opened this past Monday but Rick has a series of foundational posts that explain domain names in colorful detail. The direct link to this article is http://www.ricksblog.com/my_weblog/2007/04/how_madison_ave.html

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Rick Schwartz

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