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Only a Select Few Know This

DURING BARACK OBAMA’S campaign, you could register at his Web site to become eligible to receive exclusive updates regarding his campaign. For example, you could receive text messages announcing who he had picked to be his Vice Presidential running mate before the general public was made aware of this information.

How many free newsletters do you sign up for at a Web site? If it’s free, it’s available to just anyone—so it must not be very valuable. But what if there is a price attached? A paid subscription is often just a newsletter you pay money to receive. But it seems more valuable because there’s a price attached to it. Or perhaps it’s available only if you are a “member.” If you have to pay or join, the information is that much more difficult to access, and that means it might well be more desirable as a result.

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