RE: College Advertising

From: Nelson E. Timken, Esq. <netimken_at_erols.com>
Date: Wed 28 Feb 2001 10:51:52 -0600

SEBASTIAN <onlineads_at_michigandaily.com> WROTE:

> 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.

Because online advertising and the entire online world
are under pressure right now, it is more important
than ever to focus your efforts on targeting the
correct advertisers. That means a clientele that
will feel they have the most chance of converting
if they advertise on your site and are willing to
pay for the demographic you can offer.

For example, off the top of my head:

1. Affinity sites for alumni seeking to hook up with
former high school/college mates, i.e.:
Classmates - AlumniHighway - Gradfinder

2. Graduate School Testing Companies:
Kaplan Online - Princeton Review - ETS

3. Sites selling electronics/computers/electronic
gadgets used by college students:
Computer Retailers - Palm Pilots - Cell Phones - Laptops - PDAs

4. Sites for singles to meet and date:
Friendfinder, etc.

There are others of course, but I offer these as examples-
think of what companies are most likely to pay more for a
very targeted audience, and then make contact.

Nelson Timken, Dir. Business Development
Ground Floor Ventures Incubator, Hoboken, NJ
(p)201-420-4446 (f)201-420-9176 http://www.groundfloorventures.com



Received on Wed Feb 28 2001 - 10:51:52 CST