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August 11, 2003

The new 'send to a friend'

It's interesting that the LH Navigation of the ABC Family 'Dance Fever' site contains an invitation to IM a friend.

The text of this message is already written for you 'check out dance fever', with a link.

It's new for two reasons:
1) they're getting *you* to do much more work, and own more of that endorsement of their brand.
2) their demographic must be used to a large group of their peers being online at the same time - otherwise email would be a far more productive medium. (though there's a possibility it's an ill-thought-through idea based on no audience research whatsoever)

Posted by Tom Dolan at August 11, 2003 10:21 AM

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And also it assumes you've got AIM rather than MSIM. Missed that.

Posted by: Tom at August 11, 2003 10:51 AM

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