The model being proposed to WhatTheyThink – which could be utilized by many other companies as well – eliminates most marketing managers as well as participation in trade shows and the placement of trade magazine ads, among other significant savings.

"Due to globalization and commoditization, traditional distribution models are no longer cost-effective," The Eagle publishers explained. They observed that both conventional reselling through third parties and direct selling require that the supplier employ numerous and costly marketing personnel and to engage in wasteful and questionable marketing programs.

FitzPatrick noted that the new model harnesses the most powerful form of communication already rampant in the graphic arts marketplace – the spread of rumors and other relevant developments on a person-to-person basis.

FitzPatrick and Aranoff called the plan "5-by-5" marketing. Those who spread the word to five others would share a percentage of the WhatTheyThink subscription fees. Each promoter gets 5% of every five subscriptions he/she enrolls for five levels.

"Consider that each Marketing Partner can recover the equivalent of 25% of his own subscription cost from rebates on his first five enrollees," The Eagle explained in an open letter to Randy Davidson, publisher of WhatTheyThink.com. "But then the real force of the plans kicks in," they stated. "Another 5% is paid on five more that each of the original five enroll, and that process goes five levels deep. Everyone can potentially gain a 5% rebate on the subscription fees of as many as 3,905 others (5x5x5x5x5) in his ever-widening "downline" while dramatically increasing WhatTheyThink Premium Subscription levels."

In order to qualify, an "Independent Marketing Partner" (IMP) must also maintain a prepaid premium subscription. IMP payments are then made to the IMPs monthly. Cancellation results in the loss of all future rewards.

"This can become quite a handsome second income for those who see the potential and get in on the ground floor," FitzPatrick noted. "Anyone can participate, from CEO to warehouse manager."

FitzPatrick said that virtually everyone in the industry has at least five others that he/she shares industry rumors with concerning possible buyouts, mergers, or credit defaults. If there is no news, everyone calls this private network several times a week just to complain about industry conditions, discuss hopes or worries related to retirement or to talk about people they particularly dislike. Those five, in turn, each have five others they speculate and commiserate with on similar subjects. The Eagle's "five-get-five" plan converts this informal system – which until now has served no productive purpose – into a profit center for all. Everyone wins!

Aranoff noted that the marketing people and marketing programs in the graphic arts industry have always been coveted targets of profit-conscious managers and sharp-penciled accountants. However, the industry has never been sure that marketing programs actually affect sales. Additionally, many people in marketing have incomprehensible job descriptions and no one has been able to figure out how to measure their performance. So the jobs and the programs continue.

If the five-get-five plan were to become adopted widely in the industry, virtually all marketing costs and marketing jobs could be eliminated. The money that previously went into these projects could quickly go both to company bottom lines and be spread democratically throughout the industry -- truly a breakthrough!

The Eagle is urging everyone in the industry to get on the bandwagon and make 5 X 5 Marketing the next huge success that print brings to the world.

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