John:
JM> That is one thing I left out of the original post - SERVICE. We have a
JM> help line, we even go to callers homes to assist them...
Service and a friendly sysop are crucial.  The profile of the typical user 
has changed over the past few years. They are no longer computer hobbyists 
who delight in tinkering with their machines.  Computers are a commodity 
item and users are now consumers -- and like all consumers, they look for 
product line (what's being offered), service (can they get help when things
go wrong), and of course, competitive pricing.
Online services is a highly competitive market and sysops need to start 
thinking like business owners.  That means finding out what users want and 
then making it available at a fair price.  Or, as the marketing maxim
goes: "Provide the RIGHT product or service, to the RIGHT market, at the 
RIGHT time, and at the RIGHT price."
The days when a sysop could put up a system, list his board in the local
computer paper, then wait for users to flock to his board, are over.  The
messages I see in the various echoes from disgruntled sysops indicate that
these people have not kept pace with the changes in the online market and 
are still using outdated and obsolete operating methods.  The concept of
having to compete for the user's business seems alien to them, and rather 
than change, many seem content to blame the users for their predicament.
JM> I would like to hear from you and others regarding advertising.
When scanning the local computer press for BBS numbers, I look for:
- The name in the "BBS Name" column. If the name sounds interesting then I
  continue along the row to the "Comments" column.  I ignore boards with
  names like "Demon's Den" because I assume they are run by teenagers and
  would therefore have little of interest to me.
- In the "Comments" column I look for an interesting description (not the
  typical "We have tons of files, messages and games" type).  I need to
  know if what the board offers is what I'm looking for, and I don't have
  the time to call them all to find out for myself.
- Are there enough phone lines. I don't bother calling boards with less
  than 4 lines because I know it will be hassle connecting.
If the board meets the above criteria, I make a note of the number. That
doesn't mean that I'm ready to send the sysop a cheque, only that I have
identified a board that sounds promising.
When checking out a board, I look for:
- How long it takes to connect. Was I able to connect in no more than 10
  redials, or did it take 15 or 20 minutes? I always call new boards at
  8:00 pm -- calling during off-peak hours tells me nothing about how
  easy or difficult it is to connect.
- Do they use a proprietary interface? For example, if it's "Windows only"
  I may not have the necessary hardware or software.
- Does the sysop respond to the users, or does he/she ignore them?  If I
  have a problem retrieving my mail, I can't wait a week for the sysop to
  respond.  Is the tone of the sysop's messages friendly or terse?
- Message bases and networks. Is the board connected to the major nets?
  Does it offer Internet e-mail and perhaps Usenet newsgroups?  I need a   
  one-stop source for communications. I don't want to have to call BBS #1
  for Fidonet, BBS #2 for Rime and BBS #3 for Internet e-mail, much less
  subscribe to all three boards.
- Files. Is there a good selection or is it dominated by games, GIF's and
  sound files?
- Is the board available when I call?  I see no point in using a board
  that is plaqued by technical problems.
- Competitive pricing.  As a consumer, I'm not the least bit interested in
  how much it costs the sysop to run his/her system, any more than I'd be
  interested in what it costs a store owner to keep his store in operation.
  I'm ONLY interested in the value I will receive for MY money.
Just as important is the stability of the board.  I need some assurance 
that if I subscribe, the board will be around at least long enough for my
subscription to expire.  Far too many boards close after a few months in
operation.
The above assumes a general interest board.  If I was looking for a board
that caters to a specific interest, the above would still apply but would
be geared to that particular interest.
Richard
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