Re: A Common Thread...

From: Cole Spalding <scole_at_spinbox.com>
Date: Fri 16 Feb 2001 15:46:33 -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.


John Gaskill <gm_at_info-central-usa.com> wrote in part:

>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.

Let's keep in mind that the industry is changing (obvious
I know) and, yes, it will be harder to attract the
advertising dollars. But I imagine that most of the
readers of the list like the challenge. Creativity, hard
work, and shifts in your business plans will lead to
success. Relying on practices of the past like
agencies might not work for some, but might work
for others. Like Kevin said, with the right audience
and content there is opportunity there, just may take
a few more hours a day to get the response you need to
make a viable go of it. John also brings up a good point
that many smaller publisher face, but many have overcome.

Broad statements like banners are dead are not really
doing justice to our industry, if this were true many of
us would not be reading this list. Like modern medicine
prolonging human life...new technologies, and great ideas
will keep this industry alive, and those who can capitalize
will see the benefits. It will not be easy, but should it be?

__
Regards,
Cole Spalding
Director of Operations
http://www.spinbox.com
1.888.917.1600 x 113
fax: 603-676-2819



Received on Fri Feb 16 2001 - 15:46:33 CST