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Computerized Investing > Second Quarter 2011

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by Wayne A. Thorp, CFA

It has now been almost two years since we altered the delivery schedule of Computerized Investing, shifting from a bimonthly to a quarterly publication. In addition, we expanded the number of pages in each printed issue and added regular columns on spreadsheets as well as technical and fundamental stock analysis. We also began publishing monthly “online exclusive” feature articles. In general, I feel that the changes were well received—member comments, e-mails and letters have been overwhelmingly positive. However, the real proof is in the number of eyeballs viewing this online content. On the first Friday of each month we send out the monthly CI e-newsletter to approximately 40,000 members who have provided us with their e-mail addresses. To sign up for the CI e-newsletter, log into your account at AAII.com and go to “My Account.” There, you can sign up for a number of AAII e-newsletters, including the CI e-mail.

The CI monthly e-mail, on average, has an “open rate” of over 25%, which, I am told, is pretty good. However, the “click-through” rates—the number of those who actually click on a link from the e-newsletter to content at the Computerized Investing website—are considerably lower. In a perfect world, everyone who receives the e-newsletter would open it and go on to read the articles at ComputerizedInvesting.com. Many readers visit the website directly to read articles, bypassing the e-newsletter. They subscribe to the Computerized Investing RSS feed, which alerts readers when quarterly issues are posted online as well as the monthly e-newsletters. To sign up for these free AAII alerts go to www.aaii.com/rss.

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