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Newsletters are a great way to grab customers' attention--and they don't cost a fortune to produce

With his shaggy blond hair and diamond-studded star earring, you might not think that Bob Dron, a 45-year-old Harley-Davidson dealer in Oakland, Calif., is a publisher. But then you probably haven't read The Open Road, the six-page newsletter he has sent customers every quarter since 1997. For about $6,000 an issue, he reaches 7,000 bikers who lap up technical tips, customer profiles, and news about the shop. "It's amazing--people come in and ask to get on our mailing list," he says.

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