Surviving with The Contents

From: J. Canali <Canali54_at_aol.com>
Date: Fri 09 Mar 2001 09:48:17 -0600

The dot.com bubble grew because people thought that
advertising could pay for everything on the internet,
which was not the case. What supported the dot.coms?
The investor's money, of course, not the advertising.
When the bubble exploded, the dot.coms' fell thru the
bottom. What we need on the Web is an Advertising
Agency working exclusively with us the dot.coms' owners.

How much does a television spot cost at prime time,
between 7 and 10 p.m., on the major networks (CBS, ABC,
NBC)? How many people are reached by only one of these
spots? How many sites could be paid for with the price
of only one of these TV ads? How many people could be
reached by an ad on a site or on groups of sites? How
much exposure time is necessary to compensate for the
high quality of a TV ad? There are a lot of
complexities, but it is definitely possible.

There is a window of opportunity for people who want
to work with contents in their web sites. I imagine a
big Web Agency working with thousands of sites (a type
of network) and dealing with big accounts from great
multinational companies. I imagine this Agency
distributing, on a daily basis, the same ads (banners,
buttons, etc.) among thousands of sites and paying them
for the impressions they get. In other words, affiliate
programs are still in the kindergarten stage of
development. We, who work with the contents, need a big
evolution in this field in order to survive.

J. Canali
Editor in Chief
www.ideas2shoW.com



Received on Fri Mar 09 2001 - 09:48:17 CST