Format Change for the FrequentFlier Crier Newsletter

Notice of Upcoming Format Change

The FrequentFlier Crier, our weekly e-mail newsletter, has been published in text-only format since its inception, in 1998. In its day, that was the preferred lowest-common-denominator format, allowing the maximum number of subscribers to view the Crier with the most ease and maximum legibility.

Over the past 7 years, technology has advanced considerably, and the expectations of Internet users have escalated accordingly. The new standard format for e-mail newsletters is HTML (hypertext markup language, the coding language used to produce websites).

Beginning next month, we will adopt that standard and begin publishing the Crier in HTML format.

While the new format will support graphics -- making it possible to produce newsletters that look more like webpages than typewritten sheets -- you can rest assured that we have no intention of bombarding you with splashy photos or rainbow-colored fonts. Rather, we will use HTML's capabilities to produce a newsletter which is simple, clean and, above all else, easy to read. The Crier has always been about content; that won't change.

Feedback from Readers

Since announcing the change, we've received plenty of feedback. While the response has been overwhelmingly positive, several issues were raised which may be of concern to others.

1. Spam

Almost all spam is html-formatted, so why would you join that genre?! (Don)

It is true that some spammers use HTML for their unsolicited messages. But they also send text-only messages. Same with legitimate publishers: some deliver text, others deliver HTML.

2. Viruses

HTML based email has been the bringer of too many embedded viruses, hidden programs, and spyware. (Ric)

Rest assured: there will be no viruses or other malicious code attached to our newsletters. With the technology available to us through our e-mail hosting company, there is virtually no chance that the Crier will carry a virus.

3. Choice

Please reconsider the format change. Either don't do it, or allow subscribers a text-only option. (Ric)

The ideal solution, of course, is to produce both text-only and HTML newsletters, and give subscribers their choice. Eventually, we hope to do just that. But for now, we simply don't have the resources to publish both formats.

4. Options

I appreciate your newsletter and would regret if I had to drop it. (Ric)

Sadly, we do expect to lose a few subscribers as a result of this change. The good news: they can still read the Crier on the FrequentFlier.com website, where we will continue posting each week's newsletter.

Thanks to all our subscribers for their support, past and future. We're excited about the upcoming format change, and about several other new features we'll be introducing in the coming months.

Tim Winship
Publisher