In Association with Amazon
Table of Contents
  • Nadal 
  • E=MC² 
  • Wall Street 
  • Strike! 
  • Direct Marketing 
  • Linked Resources 
  • MyQuiz 

GOLD Archive

GOLD no.42, Oct. 08

GOLD no.41, Aug. 08

GOLD no.40, Jun. 08

GOLD no.39, Apr. 08

DMLR*News v.Email

Italian Text
© Roberto Dondi
    DMLR*Newsletter — GOLD Edition no.43
    I. Nadal.

    The Olympic Games opened the fatal day of August 8th, 2008... Now that day is far enough to get rid of Beijing 2008 and introduce another game, a contest aiming to crown the best sportsman/woman of the year running or smashing or scoring or swimming over the Web!
    Primo Award is powered by, but it's not a conventional award. Indeed it's not sponsored by anybody of the worldwide olympic partners whose products habe been advertised around that global event together with such a slogan: "Let your olympic spirit live" (!).
    Furthermore, Primo Award is not delivered during an official ceremony because no winner has never guaranteed her presence in order to pick up the present... In other words Primo Award is the most virtual prize ever awarded on this planet.
    That's enough talk! Now it's time to clearly identify the best websites owned by athletes from a complete range of popular sports: only four out of sixteen selected champions are worth of going to the finishing line.
    •  1. RAFAEL NADAL 12.80 points (
    •  2. TIGER WOODS 12.65 points (
    •  3. FILIPPO MAGNINI 12.55 points (
    •  4. JUSTINE HENIN 12.50 points (

    You don't need the photo-finish device to establish the final order, you have only to skim through the original spreadsheet of the Primo Award's referee where all details on the score and methodology are collected for the sporting audience, please see at Primo Award 2008.
    Nadal wins this ultimate Golden Primo Award because his website is built to give himself the once over and features a great but accessible 'Play Rafa' 5Mb-section where our ace is smashing all the best balls since he wants to conquer another surface: your screen! Its five sub-menu titles are
    Rafa | Sponsors | In Touch | Multimedia | Rafans
    so you can't miss videos, pc items and images if you want to Nadalise your computer!
    The attention to the Web as multimedial platform is a plus but this is not the one reason to assign the first place to this Spanish tennis player...
    Indeed the Primo sporting idol of the year couldn't be indifferent to the non-profit marketing. And Nadal is aware of his weight on the media: of the power it concedes and the responsibility it demands. And he's not dodging the ball.
    Summing up: behind his tough, highly performing profile is the champion retaining an altruistic public image... ¡Vamos!

    II. E=MC².

    While all the 16 sportsmen and women presented at Primo Award 2008 are used to win medals or set records worldwide, only one of them has been assigned to wear the virtual gold medal as the best athlete according to the Internet marketing field.
    Now let's go and unveil what lesson one could learn from the sport champions when you enter their websites.
    The first impression is they all are producing lots of positive energy, not only because they compete and often win as professional on master races/tournaments through the energy of their bodies. Even when they are engaged in different fields of their human being --sponsoring products (M), supporting charity or founding their own foundation (C)-- what they broadcast to the general audience of fans is always the same, energy (E) to play life at the best. Here is how they do it!
    [Marketing] Special mention to Tiger Woods for the 13-entry menu of his website, i.e. 'Fitness' introducing Gatorade Tiger developed and tested by T. W.; 'Sponsors' listing among others Accenture, Tag Heuer, Gillette, Buick, Upper Deck; or 'TW Design' linking to his golf courses (
    Special mention to Paula Radcliffe for relying on "a doping control system in which the world can believe and trust" and informing on how to get the paperback of her books as well as her favorite necklace (at
    Special mention to Carlos Sastre, ganador del Tour de France '08, for his logo with a 'sucker'-shaped letter and for letting us know that "el maillot de S. llega a los 15,000 euros on".
    Special mention to Dwyane Wade, a member of Miami Heat basketball team, for his detailed profile organized by: The Player | The Person | The Family | The Crew; for the condensed resume as follows: from his rise as an unhelded recruit who led Marquette University to the Final Four, to winning the NBA Championship and Finals MVP in his third season, to recently helping the U.S. bring home gold in Beijing.
    Special mention to Rafael Vander Vaart who is willing to acknowledge the importance of the football teams where he has been palying on a special Web section: My Club (and Stadium) | My Previous Clubs | My National Team | Awards and Honours. Plus a mention to her wife Sylvie, model and testimonial (
    Special mention to Filippo Magnini for the general effectiveness of his website, from the water look to the press releases available as PDF files, from being continuousely up-to-date to promoting special sporting goods (EA7 sport line).
    [Charity] Special mention to Ellen MacArthur's project for children battling against something harder than many of us ever imagine, i.e. sailing to help young people regain their confidence (
    Special mention to Justine Henin's foundation «Les Vingts Coeurs de Justine» (
    Special mention to Carolina Kostner who is skating on ice for the children, both as a real Winx ( and as official testimonial of a special childhood hospital (
    [²] Finally, don't miss the smile on their faces... While her website is under construction, Tai Agüero is sending her greetings of Feliz Navidad to all fans visiting her online. Simply fantastic!
    PS. Don't even forget Jin Jing, who is not on the list of champions above, but is the sportswoman who lighted up the torch opening the Paralympic Games in Beijing on Aug. 28th 2008!

    III. Wall Street.

    The WWW is worldwide by definition... The Olympic Games are the best example of a worldwide event... The dot-com bust is a worldwide issue... Don't shed any tears for the worldwide demand in a slumping economy...
    What institution does ensure the perfect surveillance on the worldwide capitalism? Wall Street, thus not men but rather a place.
    You read the business press and find that Wall Street buys the vision, or a business outlook. That some CEO has unsettled or disappointed Wall Street.
    The question, though, remains whether Wall Street as the essence of capitalism can fix the confidence of troubled people. And the answer is on the excellent film directed by Oliver Stone (1987): 'Wall Street' grabs your attention while questioning the corrupted values of a system that worships profit at the cost of one's soul. It tells us how the financial worldwide world works and how much the information is a deterrent --all depending on who wields it and how.
    "Information is the greatest commodity" --quoting Gordon Gekko on the movie.
    Maybe did you look for fair information on Wall Street?
    Wall Street Journal,

    IV. Strike!

    This fortythird issue of DMLR*News is produced with limited contents and issued here as HTML-page only because of the strike by the author being in agreement with the union that seek to fight, at a time of deep crisis, against membership depleted by job losses!
    The strike may cause some inconvenience to subscribers.

    V. Direct Marketing.

    The DIRECT MARKETING glossary is available on DMLR in a 3-document edition (PDF) you can browse here or easily download onto your desktop. It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
    Select and print the three parts of the glossary in English from PDF::Menu.
    Sure the Internet has been changing the traditional snail-mail based direct marketing. And yet the Internet marketing is a consequence of the old direct marketing somehow. Many terms you'll find inside the DM glossary are suiting for the e-mail marketing too...

    VI. Linked Resources.

    In Association with
    "The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly" by David Meerman Scott (304 pages).
    This book is useful if you would like to learn more about new formats such as RSS, webcasts and viral marketing.

    VII. MyQuiz.

    What is an asymmetrical information for economists?
    Just read
    Extra Large, the marketing magazine news. Coming soon in January.

Copyright 2008 - All rights reserved (except where indicated). Issued: December 30th, 2008.
Roberto Dondi --word processing, HTML and the ropes.