Re: Do publishers and networks want money?

From: Janet Attard <attard_at_businessknowhow.com>
Date: Mon 28 Jan 2002 11:20:09 -0500

"Mark Hopkins" <mark.hopkins_at_powerpackedads.com> wrote:

> No I wasn't joking, although I certainly meant to be
> provocative. Actually many sites/networks do have a $10
> minimum, it's just they fail on another point. (Several
> get very close to being acceptable, unfortunately not
> close enough).

And what point is that? That they don't have any traffic?

> I notice you only put the point from a publishers/network
> point-of-view. Remember, I'm the buyer, look at it from
> my side:-
>
> To test out that same site: I have to put in more research
> than the site does, and at a probably higher hourly rate.
> This costs me much more. And then if it "fails" I lose the
> $10 as well.

$10 isn't enough to test anything. For someone who is selling
a product to advertisers, it's kind of surprising that you
think $10 would do anything.

While online advertising has some elements of direct marketing,
what works is starting to also resemble traditional advertising:
recency and frequency. And in an age when dotcoms have
disappeared as fast as they have appeared, customers ARE
starting to look to see what's been around for a while - to see
what may STILL be around after the fact.

A one-shot $10 ad isn't going to prove anything. At least not
in a business or small business market.

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





Received on Mon Jan 28 2002 - 10:20:09 CST