AuctionBytes-Update Number 14 - May 21, 2000 - ISSN 1528-6703

AuctionBytes-Update is a free newsletter for online auction buyers and sellers. Read reviews of online-auction products and services, tips on being more efficient, and the latest on antiques and collectibles. AuctionBytes-Update is published by email twice a month. (Print it out for easier reading.)

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IN THIS ISSUE:
1) From the Editor
2) Zen and the Art of Cross Promotion
3) You Spell Tomatoe, I Spell Tomato - When Typos "Call the Whole Thing Off"
4) Alert: Priority Shipping Turned Inside Out
5) Found in the Attic: Cartoon Mascots - They're Grrrreat!
6) COLLECTOR'S CORNER: New Books about Coke Calendars & Collectible Glass
7) Developing a Web page for a Small Antiques Business
8) AUCTIONBYTES.COM READER QUESTION
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1) FROM THE EDITOR

Many of us could benefit from having our own Web sites, whether to sell our inventory or simply post pics of our collections. Contributing Writer Edith Reynolds spent some time creating two Web sites for her bookstore and online sales ventures. In this issue, she shares her experiences.

Edith used Valueweb, a service charging $49.99 per month, and Bigstep, a free Web hosting service. I was amazed at the ease-of-use and features offered by Bigstep, considering it is free. If you are considering jumping into Cyberspace with a site of your own, be sure and read Edith's article. (You might want to print it out so it's easier to read and you can refer to it when needed.)

***
Since starting AuctionBytes.com last fall, David and I have met some very knowledgeable people online and offline. We have been lucky enough to attract some very talented writers and editors. If you are interested in learning more about them, you can visit our "authors page" at http://www.auctionbytes.com/Write_For_Us/WriterBios/writerbios.html. We are always looking for story ideas and new writers - email me at ina@bibliodata.com.

***
I was perusing a copy of House & Garden magazine at the beauty parlor on Thursday evening. I came across an article about making 'artwork' out of your own memorabilia. I had never thought of my momentos as 'memorabilia' - what an interesting concept. Concert tickets, photos, earring you wore on your Wedding day and other "souvenirs" can be artfully arranged in shadow boxes for display, or placed in scrapbooks. See the May 2000 issue of House & Garden for ideas and photos of sample memorabilia shadow boxes.

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AuctionBytes.com is now able to say, "as seen on the Today show"! Keep an eye on our Web site for photos - coming soon! :)

Ina Steiner, Editor
ina@auctionbytes.com

PS: We post all past issues of AuctionBytes-Update on the Web site. You can read them at http://www.auctionbytes.com/Email_Newsletter/email_newsletter.html (or just go to the home page, http://www.auctionbytes.com, and click on "Email Newsletter").

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2) Zen and the Art of Cross Promotion
by David Steiner

One of the great things about writing an online auction newsletter is that you become privy to all the little secrets of the 'Masters.' Veterans continue perfecting the auction process until there is very little wasted movement, sort of like an online Tai Chi exercise. They know that every minute they save in packing, billing, or any other area can be used to put another item up for bid.

Here's one of those tips that gave me a moment of clarity.

I was recently at the home of one of my friends, who has the most amazing collection of antiques and memorabilia you could imagine. She is an eBay Power Seller.

As she was showing me one of her auctions on the computer, a vintage Coca-Cola button sign, I remarked that her photographs were excellent. She smiled and said, "Yeah, that auction is doing pretty well, but what's really hot is this other sign."

She proceeded to scroll down the page of the same auction and there was another picture of her Coke button, leaning against a wall next to several other signs of different companies. She pointed to one and continued, "I'm getting tons of email about this one, and it's not even up for bid yet."

That's when I had my moment of clarity.

If you are advertising your auctions, why not do what every company has done since the dawn of marketing - CROSS PROMOTE! It can be subtle, yet very effective!

Example: companies pay millions to appear as peripheral props in motion pictures. The audience sees Mel Gibson washing his hair with Prell Shampoo and might think, "Hmmm, Mel has pretty nice hair...maybe it's the Prell!"

Now apply it to online auctions. (The theory, not the shampoo.)

Suppose I'm a collector of Beanie Babies. I look at an auction for a 'Chocolate the Moose' Beanie Baby and I see a Ty Sakura Baby sitting next to it in one of the photographs. If I have been searching high and low for Sakura Baby, I'm going to contact the seller and inquire about that Beanie Baby. It makes sense - if someone is looking at your Beanie Baby auction, chances are they collect Beanie Babies!

Don't go crazy with this and clutter all your images with shots of a garage full of goodies. Buyers want to see your item well documented, so take plenty of good close-ups. But, there's nothing wrong with tossing in one shot of your item sitting beside something that you plan to put up for auction later.

This is the type of thing that makes the Power Seller successful. They use every opportunity to keep their product in front of their intended audience.

That's why, when I saw my friend's auctions, it was one of those moments where the world suddenly made sense. She was the Zen-master teaching an eager student.

As I was leaving, I could swear she called me, "Grasshopper."

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3) You Spell Tomatoe, I Spell Tomato - When Typos "Call the Whole Thing Off"
By Susanne Jones, Contributing Writer

Not too long ago, as I was riding the wild, untamed net, I stumbled across an item that got my creative juices flowing. Up for auction in Holland, if memory serves me, was a Japanese tin motorbike from the 1950s. Mint and shiny with no obvious flaws (and definitely not one of the many repros kicking around these days), it seemed, if you'll excuse the pun, a wheely good deal. Before I could get my little fingers on the keyboard, I asked myself, "what's wrong with this picture?" A toy worth maybe $450 on the U.S. market had mysteriously stalled at the $25 mark just minutes before closing time.

Turns out the bidder, bless his little Dutch heart, had misspelled the word motorcycle. Instead, he typed "moter cycle," a variation few would have thought to ferret out. To top it off, it was listed in an oddball category, so it didn't even surface in a logical "ending today" listing. I am a firm believer that when something seems too good to be true, it usually is. So I backed off, leaving my toy nemesis to get a good chuckle every time he admires his under-priced "motercycle" on his shelf.

The lesson here is a good one. Never assume that an auction item is spelled right, especially in international circles. Remember that Canadians often have their own way of spelling things (chequebook rather than checkbook), and these discrepancies can show up in the listings themselves. Often dealers don't have time to proofread. And sometimes the dealers think they're smarter than they actually are. Like the guy selling the "Emes" chair rather than the much better known "Eames" chair.

Lately, I've been using eBay's new Smart Search item feature, which allows you to plug in multiple spellings of the same word and ask for a list of all variations. When I seek out mannequin heads from the 1940s and 50s, I always type in mannikin, manikin, mannekin and anything else I can think of. And yes, I have found the odd bargain here too!

Collectors of movie memorabilia and rock-music souvenirs are in particular luck when it comes to Internet sales: misspelling of proper names is common and can be a goldmine to buyers who anticipate these errors. Try this simple little test. Type in Liza Minnelli to see what you come up with. 162 entries. Not bad. Now try Liza Minelli. Uh huh: 41 offerings. There are also listings for Liza Minneli and even Lisa Minelli.

And check out poor Britney Spears. There must be at least 15 (okay, maybe only five) different spellings of her name on eBay. Even a veteran entertainment reporter like me starts getting jaded. For extra fun, seek out the products themselves because they too are spelled wrong. The last time I looked, I found a Rolling Stone article promising an expose on "Brittney" as well as a mouse pad emblazoned with the sultry Ms. Spears rechristened as "Brittany."

Never mind, another person's laziness or typo is my gain. And mistakes afflict everyone in a world where speedwriting has squeezed out old-fashioned proofreading.

So, please, before you email me with a compendium of my own mistakes, bear in mind that it is 4 a.m. and my Microsoft spell checker is now the smartest kid on the block, telling me for the hundredth time that Susanne should really be spelled Suzanne and that eBay might be better off as embay.

***
Susanne Jones is a Canadian writer and editor who has spent the past 20 years as a newspaper journalist and a passionate collector of antique toys. She and her husband Brian, a painter, have amassed nearly 3,000 toys, some acquired on eBay. These days, the collecting couple is busily restoring a 1957 turquoise Nash Metropolitan hardtop (imagine an escapee from a 1950s bumper-car ride at an amusement park). They are also avidly hunting down rustic knick-knacks and garden paraphernalia for their latest obsession...an 1880s house in a small town in a four-season resort area, far from the ultra-competitive race of Toronto. You may email Susanne (eBay ID: nikitababy) at susannej@netcom.ca. Brian, on the other hand, has yet to figure out how to log on to their laptop!

NOTE: Related story on using eBay's "wildcard" search feature can be found at http://www.auctionbytes.com/Email_Newsletter/preview/preview.html#se arching

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4) Alert: Priority Shipping Turned Inside Out
By M. Alice, Contributing Editor

In order to save money (natch!) when mailing a book or videotape, I sometimes will turn a Priority video box inside out and mail the item Special Standard. I save on the cost of the box (it's free from the Post Office), and postage is at least half of the Priority rate (something a customer usually appreciates). I had recently noticed that each video box was now being stamped USPS numerous times on the inner surface, but I hadn't given it any serious consideration.

Well, the other day, I took a couple of books so packaged to my local post office. Upon handing them to the postwoman for weighing, she noticed the USPS letters showing ever so slightly through the brown packaging tape. She said, "You're using Priority boxes for these, aren't you?" I answered in the affirmative, whereupon she informed me that the postal service had instructed its workers to check boxes they thought might be Priority, and if they were being used for anything else, to charge the HIGHER rate!

I questioned whether this applied even though the item being shipped was a book, and she said yes. She accepted the packages at the book rate, but warned that there could be trouble "down the line."

I wanted to double-check this information, so I called the post office in the next town. I explained the situation to the postmaster, and he confirmed that anything shipped in a Priority box (even if the box were inside out) is supposed to be charged Priority rate. In fact, he went further and told me that even if such a box were to make it past my local post office, the RECIPIENT of the box could be charged the extra postage if it was "caught on the other end."

Believe me, the LAST thing you would want is your customer being charged for extra postage! So, though I will still ship books and tapes Special Standard (book rate), I will be sure to use ANYTHING BUT Priority supplies!

***
Michele Alice is AuctionBytes-Update Contributing Editor. Michele is a freelance writer in the Berkshire mountains of Massachusetts. She collects books, science fiction memorabilia and more! Email her at makalice@adelphia.net eBay ID: Malice9

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5) Found in the Attic: Cartoon Mascots - They're Grrrreat!
By David Steiner

You know them, you love them, you eat their snacks and clean with their detergents...but who in the land of Snap, Crackle, Pop is the most collectible animated product spokesperson on eBay right now? Found in the Attic pays tribute to those cute and cuddly characters...the company mascot!

You can also find out some interesting facts about mascots on the Web. For example, did you know that the voice of Kellogg's "Tony the Tiger" (Thurl Ravenscroft) also sang that Dr. Seuss classic, "You're a Mean One, Mr. Grinch?"

Tony the Tiger
Numbers of Items Sold: 306
High Bid: $102.50
Low Bid: $1.00
Average Price: $13.07
Sell-Through Rate: 41%

Pillsbury Doughboy (Poppin' Fresh)
Numbers of Items Sold:1140
High Bid: $290.00
Low Bid: .50
Average Price: $8.17
Sell-Through Rate: 43%

Mr. Clean
Numbers of Items Sold: 8
High Bid: $17.19
Low Bid: $4.00
Average Price: $9.55
Sell-Through Rate: 62.5%

Toucan Sam
Numbers of Items Sold: 72
High Bid: $14.88
Low Bid: .99
Average Price: $10.97
Sell-Through Rate: 13%

Speedy Seltzer (Alka-Seltzer)
Numbers of Items Sold: 29
High Bid: $433.00
Low Bid: $2.95
Average Price: $42.70
Sell-Through Rate: 41%

All searches were done on eBay on Friday, May 19th.

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6) COLLECTOR'S CORNER: New Books about Coke Calendars & Collectible Glass

New Book on Coca-Cola Calendars
A new book by Allan Petretti and Chris Beyer, "Classic Coca-Cola Calendars," offers an up-to-date guide to 80 years of Coke calendars. The calendars are presented in large color photographs accompanied by listings that include historic information. Each calendar is valued in three grades of condition.

The authors provide a historic look at the development of early printing and advertising specialty trades in America, followed by an insightful discussion of the role of advertising calendars and other promotional materials in the early years of the Coca-Cola company.

"Classic Coca-Cola Calendars" costs $32.95 (hard cover, ISBN 1-58221-002-0).
http://www.amazon.com/exec/obidos/ASIN/1582210020/auctionbytescom

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New Book on Collectible Glass
The second in a two-volume set by Tom and Neila Bredehoft is now available. "Fifty Years of Collectible Glass, 1920-1970, Vol. II: Stemware, Decorations, Decorative Accessories - Easy Identification and Price Guide" gives new and experienced collectors a thorough reference covering all major American manufacturers since the early 20th century. Accurate, up-to-date values provide the information needed to make wise buying and selling decisions.

More than 450 photographs provide an encyclopedic array of patterns, stem types and glassware accessories for readers. Manufacturers covered include A.H. Heisey & Co., Fostoria Glass Co., Morgantown Glass, Cambridge Glass Co., and Duncan & Miller Glass Co.

"Fifty Years of Collectible Glass, 1920 - 1970, Vol. II" costs $26.95 (soft cover, ISBN 1-58221-001-2)
http://www.amazon.com/exec/obidos/ASIN/1582210012/auctionbytescom

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7) Developing a Web page for a Small Antiques Business
By Edith Reynolds

This month I decided to step out from the safety of journalistic objectivity and practice what I preached in my last article about developing a Web page for small antique businesses. (See http://www.auctionbytes.com/Email_Newsletter/10/11/12/12.html#antique .)

I wasn't exactly frightened by the challenge. After all, my interviewees claimed it would take no more than a couple of hours to develop a basic Web page. Didn't I have two hours to spare? Let me be frank from the start. My HTML skills are rudimentary at best and I face every new computer task with trepidation, knowing in my heart that somewhere in the middle of the project, things will get bollixed.

But I was not hopeless. I already owned two domain names, taxter.com and usiana.com. I had registered the names with Valueweb for $70 each. So I set about the task, developing two Web sites for myself, one using the Web-hosting service Valueweb.com, the other parked in an e-commerce venue called Bigstep.com.

***

Valueweb.com: $49.99/month
Taxter.com was my first attempt. I opened a commercial account with Valueweb.com for $49.99 a month, giving me 200 MB of space and 50 mailboxes. This site would be dedicated to selling a myriad of items from our rare bookstore similar to what I currently peddle on eBay under the id Taxter, named for our pet Scottie.

This influenced my 'look.' When you visit the site, you'll see I chose a color scheme of red and black on white, featuring rows of Scotties with bobbing heads. A dash of spinning credit cards added spice to the mix.

Since the goal was to see what I could accomplish in two hours using Netscape Composer, I had little time to fool around searching for fancy backgrounds or fiddling with fonts. I was in luck because Scotties are relatively easy to find, and the Internet offers a wonderful array of free clip art and bars that I lifted with ease. I saved the Scotties, red bars, and credit cards and loaded them into taxter.com via Cuteftp, a service I purchased through Globalscape.com.

Netscape Composer Software
Netscape Composer allowed me to work quickly and with a minimum of trouble. Choosing fonts, colors, and adding images was done with the click of a button. I liked another program called Front Page, but, alas, Netscape Composer was easier to load into Valueweb, and I wanted to give myself every opportunity to succeed.

Everything went swell; my typing was nearly flawless, my transfer of images went without a hitch. And then I tried to publish my page. I thought I followed the directions correctly. I was sure I followed them to the T. So I let my husband Dan give it a go. He got about as far as I did before he hit upon an idea. The preliminary message on my Valueweb site had to come from somewhere didn't it? A quick look through the HTML files visible in Taxter.com via Cuteftp revealed the index.htm was where I needed to place my work. I first had to erase the Valueweb message before transplanting my page from Netscape into my now-empty file.

Voila! I was up and running. A quick run through the links showed me that they worked. Dog heads were bobbing in unison. (It may not have been as exciting as a row of Rockettes at Radio City Music Hall but it dazzled me for about two seconds.)

"Side by Side" - Easier Sung than Done
Then, at the bottom of the page--gasp--a mistake. Not just any mistake like a misspelled word, but whole sections run together. My attempt to put two blocks of text side by side failed miserably. I knew I could fix it quick by simply redoing the page with one block located atop the other, but I wanted to leave it for you to see. (No sense making you think that this was TOO easy.)

So, there you have it. Taxter.com was created in two hours time. It's not grand, not by any means, but now that the article is done, I'll have time to go back in and glitz the place up...you know, add a fancy background here, a few images there, maybe something plaid. You'll have to stop by occasionally and sneak a peek at my progress.

***

Bigstep.com: Free!
My second attempt, USiana.com, went more smoothly but took longer to accomplish. This site was constructed using one of the e-commerce sites that offer Web page hosting for free. I chose Bigstep.com despite the banner that appears at the top of USiana.com (it says, "Powered by Bigstep.com"). What the heck, it looks like an ad, it acts like an ad, and we're all used to seeing things like that. Since Bigstep and I aren't competing for the same market or selling the same things, I didn't see any harm in giving them a bit of free advertising since they gave me a free site.

Yep, that's right. It really was FREE!

Bigstep dispels the adage that you get what you pay for. They offer 12 MB of space, a template-driven vehicle to create a snazzy site and the ability to put a catalog of merchandise online. Other features include: a way to get yourself listed with search engines; the opportunity to create a newsletter you can send to your customers to let them know about upcoming sales or merchandise offerings; and a way to track information about who visits your site and from whence they came. Bigstep, like Valueweb, also offers a way to take credit cards online (for a fee) and a shopping basket.

Despite all the plusses, the drawback with Bigstep is that because it is template-driven, there is no HTML to copy and take with you should you want to set up shop elsewhere. If I want to move USiana.com to another service in the future, I'll have to create the site again from scratch.

If you don't have a .com site of your own, you have two options with Bigstep. You could register a domain name for the same $70 fee I paid with Valueweb, or you can name your site and run it through Bigstep. Your domain name would appear this way: <YOUR NAME>.bigstep.com. My own opinion is that it's worth having your own domain name. If you're successful, you don't have to worry about someone capitalizing on that success by taking the name out from under you. If you acquired your own domain name sometime earlier through another service, like I did with USiana, you will have to transfer the domain to Bigstep.

Designing the Site: Americana as Apple Pie
Since this was a site dedicated to rare and collectible Americana, I chose a different appearance--no bobbing Scotties here. Instead I wanted a sleek geometric design that was quick to load. By entering the site-building stage (after the free registration), I got to select a beginner's or advanced method of development. Since I already completed one Web page, and this seemed so much easier, I went the advanced route.

In the appearance stage, after choosing how the pages would be laid out and the type font and size I wanted, I got to pick my colors from a large palette. If I was going for red, white, and blue, I supposed this stage would be cut and dried, but it proved trickier than I imagined. I discovered red and blue can sometimes have a dazzling effect especially when you put blue letters on a red background. I tinkered with the various hues and shades. Meanwhile the little letters were dancing about like jitterbugs. Finally I hit upon what seemed to be the solution: pairing Chinese-red letters with a navy-blue background. That's when I found the clear contrast showing on my Netscape looked black with my mother-in-law's AOL and my daughter's Microsoft browsers. A bit more fiddling and futzing brought success.

The nice thing about the method used to construct sites with Bigstep is that you can make tons of changes and see the results instantaneously. Okay, I admit this feature sidetracked me for most of the week--it was so much fun seeing the different color combinations and layout changes.

Bigstep is easy to follow. They use clear step by step instructions. My result was a clean set of pages that included more than I expected. Dan's book-show schedule is posted, I have a customer survey, my ordering page seems like it will work. Heck, I even had an image library.

Now that the site was built, it was time to market it. I got to apply to the various search engines and directories. Once it's published, I'll be able to email my customers to announce USiana's ebirth into e-commerce.

Valueweb versus BigStep
Which .com format did I prefer? I admit I like the ease of using Bigstep and getting a slick usable result, but over the long haul the Taxter.com site will gain a more sophisticated look and incorporate a catalog. Again, despite all the plusses, the drawback with Bigstep is that you can't "take it with you" should you want to set up shop elsewhere.

Here is the advice I gave to my friend Rita, who owns Mystic Sweet Shoppe in Mystic, Connecticut. For a small business starting on the Web, Bigstep and e-companies like them offer a grand opportunity to get your inventory online. And if she were to opt for the credit card services (she currently doesn't have this service in her Main St. store), she can place a laptop computer on her counter and do her credit card sales through her Web page. Not only will she be able to process credit sales, she'll be simultaneously generating a mailing list. This will come in handy during the cold winter months when no one wants to stroll along the river fighting a cold, northeast wind. That's when she can send out a newsletter to let her summer customers know what's on sale and remind them they can order chocolate truffles and delicious fudge over the Internet any time of year.

What's good for the sweet shoppe is good for those of us who own antique or book shops and make auctions our bread and butter. I'll keep working on my Web sites in between my AuctionBytes assignments. Meanwhile, let's see if our readers will share with us stories of their own Web creations.

***
BOTTOM LINE: Valueweb versus Bigstep

Valueweb
http://www.valueweb.com
$49.99/month plus $39 set-up fee
200 MB disk space
50 mailboxes
Harder to do for newbies, but easy to set up a basic site in 2 hours

Bigstep
http://www.bigstep.com
Free; banner at top of your pages advertises Bigstep
12 MB disk space
Easy to set up, lots of features
Disadvantage: Site cannot be moved to another service

FREE CLIPART
http://www.clipartplace.simplenet.com
http://www.gifart.com
http://www.free-clip-art.com

Note about free clipart: don't become a "bandwidth bandit." When you find something you like, take the time to right click on the image, save it, and upload it into your own space. Otherwise, linking your page to someone else's image increases the traffic on their site, using up their allotted bandwidth and possibly causing their monthly fees to rise. Doing this may also result in a nasty surprise for you as well - a disgruntled victim may change the image but use the same name, thereby turning your cute little row of Scotties into a drooling monster.

NETSCAPE COMPOSER
Netscape Composer, which Edith used to create her www.taxter.com site, is included with Netscape Communicator. Visit http://home.netscape.com/communicator/v4.0/components.html for more information.

BROWSER COMPATIBILITY ISSUES
When you create a Web site, you'll be designing the site to look good when you "view it" with your browser. It will look different to other users, depending on what browser they are using. Make sure you check to see what your site looks like viewed from other browsers. Your site should be clear to people using Microsoft Explorer, Netscape Navigator and AOL browsers.

***
Edith Reynolds is a former newspaper and magazine writer. She and her husband Dan own an antiquarian bookstore, The John Bale Book Company in Waterbury, CT. For the past nine years, they have specialized in early Americana and rare bindings. They are members of the ABAA - Antiquarian Booksellers of America Association, ILAB - International League of Antiquarian Booksellers, IOBA - International Online Booksellers Association, and OAUA - Online Auction Users Association. Edith manages online sales. In addition to their bookstore, they sell on eBay and at book fairs. eBay ID: TAXTER

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8) AUCTIONBYTES.COM READER QUESTION
How do you feel about eBay's new 'Item Watch' feature?
VOTE NOW!! http://www.auctionbytes.com

(What is eBay's Item Watch feature? It helps you keep track of auctions you are interested in, and can be helpful to buyers interested in last-minute bidding, known as sniping. http://pages.ebay.com/help/buyerguide/watching.html)

Visit the General Message Board and tell us what you think (and read what others have to say): http://www.auctionbytes.com/bin/generalbbs/config.pl

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AuctionBytes-Update ISSN 1528-6703
AUCTIONBYTES.COM CONTACT INFORMATION
Editorial: ina@auctionbytes.com
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Letters, Comments, Suggestions: feedback@auctionbytes.com
Want to Write for AuctionBytes-Update? Go to http://www.auctionbytes.com and click on "write for us" to view author guidelines. If you are interested, send email to ina@bibliodata.com.

Ina Steiner, Editor, Publisher and Co-founder: ina@auctionbytes.com
David Steiner, Webmaster, Technical Editor, President and Co-founder:
dsteiner@auctionbytes.com
Michele Alice, Contributing Editor
AuctionBytes.com
c/o Steiner Associates
PO Box 668
Natick, MA 01760
508-655-5697
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