****NEXT****Re: A Common Thread...

From: John Gaskill <gm_at_info-central-usa.com>
Date: Fri 09 Feb 2001 08:27:40 -0600

KEVIN FRAZER WROTE in part:

>Sites that rely on advertising are always going to need
>some sort of representation to keep the ad dollars
>flowing. Whether that is by hiring an in-house sales
>team, rep firm or ad network. Big brand websites are
>starting to look to rep firms that provide personalized
>ad representation in favor of being sold through large
>ad networks. This is happening because they want to
>build more of a relationship with their advertisers.
>Small to medium sized businesses must represent
>themselves or join an ad network that will sell their
>inventory for them, as most rep firms are very
>selective. Either way, the publisher needs to begin
>taking steps to create an atmosphere of quality
>content, clean page design, multiple ways to generate
>ad revenues, and a good knowledge of who their customer
>is. Armed with this ammunition, it will be much easier
>to attract advertisers and increase CPM's.

The vast majority of web sites have limited traffic.
Many have identified themselves on this list as
having fewer than 10,000 unique visitors per month,
yet they often reach very targeted markets.

Kevin is correct in stating that sites need representation
either in-house or outside, but few reps can afford
to hustle business for a web site with limited traffic,
and few sites with limited traffic can afford to hire a
full time sales rep. Sorry Ma, no economics.

I have visited many sites looking at rate cards, yet
with the excess of available impressions, none of
those sites offered a page to "Make Us An Offer,"
for a 10,000 impression test. If effect, saying that
if an advertiser wants to try the site's audience
they can buy 10,000 impressions for a flat sum,
determined in advance by the advertiser.

The offering site has the ability to ignore the
advertiser's offer. In fact, such a notice appears
on the bid page stating in effect, "if we don't mail
you back, your offer was not acceptable." The
test starts after the site has deposited the advertiser's
check.

The benefits of such a process are:

1.) It eliminates the time required for negotiation
        on both parties' parts;

2.) It provides a way to invite testing without
        "giving away the store;"

3.) It provides publishers with an eye to what
        traffic might be worth to a specific advertiser;

4.) It allows for a "blind" negotiation process
        without posturing being necessary for either
        party;

5.) The whole process can be accomplished
        with a single page of HTML providing instructions
        to bidders and a MAILTO: link.

If you have a site and you have traffic, having fifty testers
running ads is better than having no large advertisers at
all.

Just a thought....

Regards all,

John Gaskill
gm_at_info-central-usa.com









Received on Fri Feb 09 2001 - 08:27:40 CST