Re: Do publishers want to make money?

From: Brad Jensen <brad_at_elstore.com>
Date: Tue 19 Feb 2002 21:29:14 -0600

Janet Attard <attard_at_businessknowhow.com> wrote:
 
> "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 average is between 7 and 13, as I remember. That was for
print media.

Of course with 3rd party cookies being blocked, we will be back
to the voodoo and superstition that drives print media
purchases.

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

Bring me a sale of my $25,000 report archiving system, and I'll
write you a check for $1,000.

> > 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,

There is no need to trust figures. Trust results. If it costs x
and produces y leads, the cost per lead is x/y. nThat iws useful
information, but not the best determinant. Track it thru to
sales z, and the cost per sale is x/z.

> 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.

I do direct mail and trade shows. I do need to go back and test
space advertising, now that I have the web as an easy response
vehicle and tracker. I just don't know if it is worth the
trouble.

--
Brad Jensen brad_at_elstore.com
President
Electronic Storage Corporation Tulsa OK USA
918-664-7276



Received on Tue Feb 19 2002 - 21:29:14 CST