Re: Online Advertising Question

From: Ryan Gibson <ryan_at_kbitraining.com>
Date: Wed 03 Jul 2002 19:22:14 -0500

One of the advertising models I admired for their ability to create
revenues was the Vancouver Board of Trade or Boardoftrade.com. They have
rotating half page ads of the bottom of every page and you pay on a
sliding scale based on a frequency ratio. For example:

1:1 $500 for the year
1:2 $300 for the year
1:3 $190 for the year
1:4 $150 for the year
Etc.

Each one of these rotating ads also are placed into a "Directory Listing
of Advertisers." This is simply their name in a directory that
hyperlinks to a one page ad, the same ad that rotates at the bottom of
the page.

This is not their exact pricing model, but they have found it easy to
sell the packages and I recommend it for any community based portal just
starting-up their advertising revenue model. My recommendation is to
package your advertising to sell...don't try to prove something that
doesn't work. Once you have the traffic and positioning in the
marketplace, then push your new model through. A great example of this
style of sales pricing is I-Entry and Jayde newletters. I remember when
I paid $500 dollars for top placement on a list of 100,000. I had great
results. Now the lists are 300,000 - 400,000 subscribers and the price
is $4,000 - $5,000 dollars for top placement- 6 years later. Package
your ads to sell and build a stable client base and group of references.
The more variety you have and successful advertising campaigns through
your website, the more verticals your sales team will be able to go
after, and thus, the more you can charge in the future from experience
and positioning.

Sincerely,

Ryan A Gibson
Director of Marketing and Business Development
Ryan_at_kbitraining.com
Ph: 604-331-4471
Cell: 604-831-3400
Fax: 604-331-4478
www.kbitraining.com
 
Suite 410 938 Howe St.
Vancouver, BC
V6Z 1N9




Received on Wed Jul 03 2002 - 19:22:14 CDT