• by Masha Geller , August 29, 2001

I'm taking a break this week, much like a large percentage of the ad industry (and I have the autoresponders to prove that), so I thought it would be fun to reprint some of the lighter, sillier Minutes from the past to celebrate the end of the summer and take a break from serious issues. Next week, we'll get back to the business at hand. Until then, here's something from the past:

September 26, 2000

Last I checked, the wheel has already been invented, gravity has been defined, and 1 plus 1 still equals 2. So why is it that seemingly reputable research companies that use words like "leading" and "cutting-edge" to identify themselves, keep trying to pass off common knowledge as new discoveries.

For example, yesterday, Cyber Dialogue released the results of analysis that "underscores the importance of businesses identifying and targeting their most profitable customers."

Ready... Set... DUH!!! Targeting is important? Who knew!

The company's official news release states that the top 20% of online shoppers who spent at least $1,000 per year online account for 87% of the total consumer online sales market.

Granted, that's a somewhat useful stat, but the release goes on the say that in order to capture and retain this valuable group, businesses need to "understand their customers to determine which are making online purchases, what attracts them and how to keep them."

Hasn't that always been true of all business, regardless of whether it's online or off? What's more - and this truly is a revolutionary concept - researchers found that shoppers spending the most money online are likely to be - get this - affluent.

How's that for learning something new every day?