Collect and maintain the email addresses of your readers and customers. These are the people who are most likely to pay for your future products, services, etc.
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Outlets are turning away from phone polling, which can be problematic. For example, we did a poll for NBC around the Ebola crisis; we provided results in 24 hours. Their traditional phone poll would have taken a week to turn around. We're showing people we can do high-quality work: we've proved that with the work we do with the media.