Re: College Advertising

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 27 Feb 2001 22:27:17 -0600

SEBASTIAN <onlineads_at_michigandaily.com> WROTE:

>Hello everyone. I am new to this list, but I
>have a pertinent question for the group. I run
>the MichiganDaily.com, which is the University of
>Michigan's student newspaper. We have a fairly
>specific demographic (50% college students and
>50% alumni). My problem has been finding
>advertisers to run banner/button advertisements
>on our site. We charge a flat rate of $75/week
>for banners and $50/week for buttons. Each
>gets about 7,000 - 10,000 unique impressions.
>
>Do you think our rates are too high? Any ideas
>on how I could find potential advertisers? It
>seems like advertising, especially online,
>has been down this year, but we have taken quite
>a hit. Just looking for some expert advice.
>Thanks.
>
>Sebastian
>Online Sales Manager
>MichiganDaily.com
>onlineads_at_michigandaily.com

Hi Sebastian:

You're asking a lot from advertisers if all you tell
them is that you get 7,000 - 10,000 unique impressions,
without specifying over which time period those impressions
occur. I'm assuming that this is a weekly figure:

You could do a lot better if you had some sort of standard
by which other advertisers could gage their potential. For
example, on FrankelBiz, I can pretty much guarantee that --
assuming the advertiser is appropriate for the list -- we'll
outpull other lists' response in both percentages and actual
numbers.

That's what advertisers want to see. That's what they want
to buy.

It's worth taking the time to put that data together for them.
If your list is responsive, they'll pay more than $75. If its
responsive enough, they'll pay ten times that much.

Rob Frankel

"Branding is not about getting your prospects to choose you over your
competition; it's about getting your prospects to see you as the only
solution to their problem." (sm) -- Rob Frankel, consultant and
author of "The Revenge of Brand X: How to build a Big Time Brand on
the web or anywhere else." on sale at http://www.RevengeOfBrandX.com
("The Frankel Tapes: Volume One" available there, too!)
Big Time Branding (SM) http://www.RobFrankel.com
AIM: ROBFRANKEL * 818-990-8623 or 1-888-ROBFRANKEL
Subscribe to FrankelBiz for FREE at: http://www.FrankelBiz.com




Received on Tue Feb 27 2001 - 22:27:17 CST