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No Matter How You Slice It: Spam Still Sells
By Kath Blackwell

Love it or hate it, that weird by-product of the 'Net is still alive, well and kicking. Although adult webmasters and the adult industry as a whole have generally been blamed for use of the practice, a growing number of non-adult mainstream ventures are increasing their fondness for the most-complained-about marketing practice.

According to a recent report released on Wired News, most spammers really don't care if you buy their stuff or not. It's all about the "pyramid scheme," gathering traffic that they sell, re-route and sell again. Wired did a test of 75 junk mailings over several free e-mail account services, to find out what happens when people respond to junk mail, request more information or - heaven forbid - actually buy something from a spam mailing. The results were interesting, but ultimately yielded three truths. One, replying to spam results only in more spam. Two, many spam messages turn out to be blatant scams. And three, most of these too-good-to-be-true products that are sold via spam are exactly that - too-good-to-be-true and a waste of money.

WHY IS IT STILL SO POPULAR?
So why is spam still so popular in e-commerce? Traffic - it's all about the traffic. Most spammers exist solely to harvest e-mail addresses for use in their own spamming ventures, or to re-sell those lists to other spammers. Spamming still occurs today even with all of the anti-spam laws and restrictions that are in effect, simply because it makes money. There are companies out there who will continue to use spamming techniques again and again because it brings in a profit. The financial gain outweighs the potential for legal loss and/or prosecution.

THE ADULT INDUSTRY'S ROLE...
The Wired report ends with the results of their test experiences with the adult spam mailings they received. At half the sites visited via spam mailings, the testers were inundated with pop-up windows, and were soon assaulted with a ton of XXX-rated spam that was so bad - according to the writer's description - that it "would singe the retinas of all but the most jaded viewer."

In itself, the content being used in these spam mailings and pop-ups is going to be a thorn in the backside of the adult industry. As if we don't have enough to worry about, the participation of the adult industry in spam mailings is seen as vile, in comparison to the worst mainstream scam simply because it is adult in nature. This paints a huge target on the adult industry and could very well be the one thing that the FTC decides to focus on in the future.

FOLLOW THE MONEY...
But does everyone hate spam? Just attend at least one Internet or electronics industry convention and find out just who is benefiting the most from the mass hatred of the spammer. It's the people who make anti-spam and security products and wares that are really cleaning up. Just think about all of the network security, firewalls, virus protection wares, Internet security options and encryption programs that are out there. Not to mention all of the free-advice Web sites that teach you how to avoid spam while they push their sponsor/affiliate banners at you for spam wares, firewalls and blacklists. Where would they be without the spammer or the hacker?

Let's put it this way - there is now at least one industry conference dedicated wholly to the Info-Security market - and more are on the way. Think the government is really going to put the slap down on your friendly neighborhood spammer? Think again. Spam is big business both for the spammer and the anti-spam corporation. If it all went away suddenly - where would they both be? Who is the biggest evil in this "spam scheme?" Is it the spammer - or the anti-spammer?

Unfortunately, whether we like it or not, that spam in your inbox is most likely here to stay.

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