Media Strategy

The Gift of Ink. Never underestimate the press' love for goofy research. WishClick.com, an online gift guide and shopping destination, scored major media mileage on
Mother's Day with results from an online poll that asked moms to name the "Worst Mother's Day Gifts Ever" (PRN, May 1). Ghastly gifts - including a Thighmaster, dead
flowers and carpet cleaner - got the attention of reporters in hot spots such as USA Today, The Chicago Tribune, Christian Science Monitor, CNNfn.com and RealCities.com.
Now WishClick is back in the game with another poll that asked 832 fathers to name the most "romantic" Father's Day gift they could imagine. Our favorite responses: a table saw,
gas grill, motorcycle, lawn/farm equipment, steak dinner and fishing trip with daughter (aw!). Each online survey costs about $4,000 to administer, according to WishClick
director of communications Craig Olson. "It doubles as market research for us because it helps us find out what people are thinking about when they choose and receive gifts," he
says. Plus, the media exposure shores up WishClick's positioning as an online authority on gift trends.