Total recipients (as of Wednesday Feb 27): 21,926
Of those there are:
E-mails to house.gov addresses: 611
E-mails to senate.gov addresses: 269
E-mails to executive branch .gov addresses: 306
E-mails to .us addresses (state legislators): 1,319
E-mails to addresses with "GOP" in the address: 377

In addition, the page views for January to the Mullings.com web site were: 82,341

There is no easy way to pull out of the list DC-based reporters, lobbyists, lawyers, etc. but there is little doubt that Mullings has great penetration in Washington -- three days a week; week in and week out.

Goals and Objectives

My goal is to begin to build an advertising base for Mullings from the wide variety of coalitions, lobbying clients, etc. which have an interest in reaching their target audience. Because Mullings is e-mail based, it occupies space in the most valuable real estate in a readers' office: his or her desktop.

About a year ago I asked advertisers and a number of readers whether they would prefer to have a notification that "Mullings is up" with a link to the web page they could simply click. There was a nearly-unanimous vote against. People like the e-mail version. A huge number, apparently, read a couple of bullet points, get some coffee, read a few more, open the paper to see how Jordan did - or if they're name is in it - read a few more ... etc.

I have always thrown in the web site ads (//www.mullings.com) for no additional cost because I was never convinced - even at the height of the web craze - of the value of those kinds of ads.

Nevertheless 82,000+ page views in a month for a commentary site is a significant number. Page views, as you may know, is a different measurement than "hits."

Internet Accounting

If you already understand this, forgive me, but there is some lack of understanding about this. Hits are the total number of graphic elements downloaded to a user's computer. So, if you have a web page with a graphic which says: "PR 'R US" and nothing else, that will generate one hit. If you add a different "gif" file with the street address, that is hit number two. Your picture is a third. And so on. "Hits" can easily be manipulated by the web page owner so, while the number is very, very large and impresses the hell out of your mom (in 2001 there were 7.4 MILLION hits to the Mullings web site) the more professional measurement is page views -- the number of times over a given period that any user looked at any page.

Value to You

I am not certain what an quarter page ad in Roll Call or The Hill or the National Journal costs. And I am not suggesting that Mullings should be a substitute for those ads. I AM suggesting that Mullings might be a very useful marketing tool IN ADDITION to those media.

Whether a coalition or industry needs a short-term burst for an issue coming to the floor, or a corporation is looking for a medium to add to its image-enhancement effort, Mullings will be a worthwhile vehicle.

Pricing

Mullings is published three times a week on Monday, Wednesday, and Friday. As a rule it actually goes out at about 10:00 pm the night before.

The typical buy on Mullings is every-other-edition by the month. This means you would be in Monday and Friday during week 1; Wednesday during week 2; Monday and Friday in week 3; and Wednesday in week 4. Most months have 12 or 13 publication days.

Some, like January 2002, because of the way the days fall, have 14. There is no additional charge for these months.

On occasion, additional Mullings are published. Either because of a major national event, or because of an on-going political event. As an example, Mullings was published each night of both the Democratic and Republican national conventions last year. There is no additional charge for these extra editions.

The price for an ad both in the e-mail version and on the web site is:
$2,500 per month for every-other edition.
$4,500 per month for every edition.

Congress is coming back with a roar. The struggle for control of the House and Senate means Members and staff are very closely attuned to the major issues. You can enhance your reach to those very important readers at a very attractive price.

To discuss an ad in Mullings please give me a call at: 202-255-4611 or send me an e-mail at: rich@mullings.com.