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The junk chunk

india Updated: Jan 20, 2009 10:36 IST
Rajiv Arora
Rajiv Arora
Hindustan Times
Highlight Story

All of us are by now familiar with terms like ‘global economic meltdown’, ‘recession’ and ‘economic tsunami’. Some of us, alas, have become a bit too familiar with them. With incomes dipping, business opportunities and customers have to be ferreted out of their holes. And the carrot being dangled these days is the humble yet ubiquitous spam. But how can unsolicited and bulk information that irritates and confuses us have anything to do with tackling recession? Read on.

Since there is hardly enough money going around for people to invest in traditional brand-building measures like advertising on television or newspapers, companies are resorting to cheaper modes of announce-ments and promotional campaigns.

Sending out a bulk notification on the latest seasonal discount or on a new product via email costs less than a paperbag of peanuts. A text message, on the other hand, also costs a pittance when compared with advertising through other means. Additional bonus: you don’t even need to hire an advertising agency.

Almost all sectors hit by the global economic mess are rushing to remind consumers that the show is still up and running. Real estate companies, retail chains, restaurants and pornography — they’re all heading spam-way.

You can confirm this trend by noting the sudden increase not only in the number of e-mails in your inbox, but also in the rise of SMSes you’re getting from senders who’re selling you all kinds of stuff.

So one man’s disturbance (yours) is another man’s survival tool (the spam sender’s). And since it will take some time for the economic meltdown to firm up again, you could start getting used to the unwarranted mail and SMSes you’re getting. Who knows, this could be the future.