Re: Bundled Package for Print and Online for Newspaper
JERRY LOO WROTE:
> I work for a newspaper that will have a print version
> as well as an online version. Can anyone suggest a
> good way to bundle print advertising with online
> advertising (ie package) in terms of price/structure
> etc so that there will be an incentive for an
> advertiser to take a package deal for both print AND
> online as opposed to just print or online alone.
TO WHICH BRAD JENSEN REPLIED:
> I've got a better idea. Change your thinking. Trying
> to defend paper on ink technology is a mistake - don't
> to resist market forces, it will only cost you money.
> try Instead, see where you are making the most money
> on your advertising, and try to maximize that.
TO WHICH JOSH TROESH RESPONDED:
> Brad, I think what Jerry was refering to was the
> difficulty in getting his long-time advertisers to
> purchase online, not necessarily the other way around.
In that case, the single most helpful thing, would be
to have his own advertiser web service, where their
online ad clicks thru to a bigger fullpage ad, like a
giant yellow pages ad, whose job is to get the
respondent to pick up the phone and call.
Then all the guys who do not have web pages and online
ordering and so forth, can still participate.
--
Brad Jensen brad_at_elstore.com
President
Electronic Storage Corporation Tulsa OK USA
918-664-7276
LaserVault Report Retrieval & Data Mining
www.Laservault.com
Received on Fri Mar 31 2000 - 11:40:34 CST
