Re: Do publishers want to make money?

From: Janet Attard <attard_at_businessknowhow.com>
Date: Tue 05 Feb 2002 10:53:39 -0500

"Brad Jensen" <brad_at_elstore.com> wrote:

> Of course, you would have the problem of the person
> clicking thru you today, and someone else next month
> before they buy.

Ummmm.. that is one of the leading reasons why CPA doesn't
work from a publisher's perspective. You grew up with Ad
Age, you say? How many times does a person have to see an
advertising message before they act on it?

(The other leading reasons are low fees and no access to the
customer information and receivables that go out as much as
150 days.)

> Now some of you will say, well that's your problem, Brad.
> Figure out what percentage of views become clicks, clicks
> become demos, demos become sales.

Actually it sounds more like figuring out what is the right
medium to use. If you can't find web sites or mailing lists
that target your typical customer or whose figures you trust,
to me, it sounds like your ad dollars would be better spent
doing very targeted direct mailings and trade magazine ads
and including pointers to a web site, where potential
customers could view a preliminary demo if they didn't want
to immediately call a sales rep. Also by working trade shows
and getting potential customers to sign up for your own email
list.


--Janet Attard (attard_at_businessknowhow.com)
Author, The Home Office and Small Business Answer Book
Content development, web development, surveys, online directories
More than 13 years experience building online content
and community sites
http://www.businessknowhow.com and http://www.careerknowhow.com





Received on Tue Feb 05 2002 - 09:53:39 CST