RE: Jim, you ignorant slut

From: Brian Shepherd <Brian.Shepherd_at_TechnologyReview.com>
Date: Mon 05 Nov 2001 10:12:33 -0500

DONAL O'CONNELL <Donal_at_carat.ie> WROTE:

>Jim makes the point that it is his sole responsibility to deliver
>exposures, but the problem for online is that, with a
>few exceptions, you cannot tell the advertisers much about
>the person that exposure is given to beyond the fact
>that "this person has an interest in what I am doing on
>my site, so we can make some assumptions about them". It
>is this lack of firm audience data that makes CPM defunct
>for online, and strong market research the life-preserver
>for the medium. Once we have one, the other will make
>perfect sense.

While I agree that we lack sufficient online audience
data, isn't it true that these "assumptions" (this person
has an interest in what I am doing on my site) are similar
assumptions one makes in other mediums? For instance, you
assume with pretty darn good accuracy that someone who
reads Inc Magazine is a small business owner, right? You
even get some survey data to back that up, along with some
interesting information like household income, company
purchasing decision power, and so on. How is this different
from online? We make certain assumptions about someone who
watches MTV, probably a high school kid who likes music and
spends a lot of money on Tommy Jeans and CDs, and so on.
At the risk of being called an ignorant slut, please
enlighten us as to the "firm audience data and strong market
research" that you see in other types of media that is lacking
online.

Regards,

********************************************

Brian K. Shepherd
Technology Review, Inc.
Director, Online Sales and Marketing
EMAIL: brian.shepherd_at_technologyreview.com
PHONE: 617-475-8030
http://www.technologyreview.com



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From: "Janet Attard" <attard_at_businessknowhow.com>
To: <online-ads_at_o-a.com>
Subject: RE: Selling Ads Monthly
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Date: Mon 05 Nov 2001 10:19:19 -0500

MICHAEL WARREN <michael_at_ocala4sale.com> WROTE:

> We have been selling ad space on a monthly basis in
> our local market for more than three years now. Local
> ad buyers don't seem to be interested in per-impression
> or per-click deals. We sell monthly sponsorships of
> our local classified categories (i.e., boats, rvs, real
> estate, etc.) I don't anticipate moving to another model
> anytime soon, except perhaps on our more general
> sections such as our home page.

That sounds interesting, but don't the people buying those
monthly sponsorships want to know how many people will
see *their* ad, or how many times it will be displayed?
How do you handle questions about those kinds of metrics
to keep the sale from equating to a cpm-type deal in the
eyes of the ad buyer?

--Janet Attard
Business Know-How(r) - small business, career and
  self-employment resources
Providing content to the online world since 1988
http://www.businessknowhow.com
http://www.careerknowhow.com




Received on Mon Nov 05 2001 - 09:12:33 CST