Re: Lack of respect for internet advertising

From: John Gaskill <jg_at_info-central-usa.com>
Date: Thu 29 Nov 2001 10:08:53 -0500

JEFF EDELMAN <studcent_at_i-2000.com> WROTE:

>I work with one of the most popular teen websites,
>and we have just taken over another site which is
>specifically for college students. So our entire
>audience is a student market of high school and
>college students. Next month, Sony is coming out
>with a film called "Not Another Teen Movie," which
>is going to be a spoof more or less on teen movies
>- kind of like "Airplane". Sony should definitely
>want to advertise on our sites. They will be spending
>millions of dollars to promote the movie on television
>and radio, and it would be incredibly cost efficient
>for them to advertise on our sites because we are
>the absolute perfect fit for them, and with the ad
>market what it is, we'd offer them such attractive ad
>rates that they couldn't possibly get a more efficient
>ad buy anywhere else. But Sony, like so many other
>companies, has no respect for internet advertising, or
>at least see that they can get websites to promote
>their products for free. They have hired a group to
>make a website for the movie. The group has made a
>website for the movie, created games, banners for the
>movie, the works. So we got contacted by them asking
>us to put up these games and banners on our site "for
>fun" because our users will enjoy playing the games
>that they post on our website to promote their movie.
>Any teen site like ours who agrees to put up such
>promotion for free is crazy. This is just digging our
>own grave.

You are right Jeff, IT IS digging your own grave.

What Sony and its ad agency know are that TV
is a much more powerful way to promote that new
film than your web site is.

However, they also know that getting your web
site to give them "visibility" before the movie opens
is a way to get extra bodies in the theater because
the movie may be a real stinker.

Tell them links on your site are available on a per
film basis for $ 2,000.00 (or you pick the number)
each, flat rate. As long as the movie is being
advertised on television the link stays up. No
traffic guarantees. If the movie dies in a week,
the link goes off.

Get your money in advance.

Good luck,

John Gaskill
jg_at_Info-Central-USA.com
http://Info-Central-USA.com





Received on Thu Nov 29 2001 - 09:08:53 CST