Re: Ad brokers

From: Cory Janssen <coryj_at_coryj.com>
Date: Wed 10 Jul 2002 11:12:46 -0500

<Pesach snip>
Secondly, everyone out there who owes a website thinks that the attitude
to
"low cpm, cpc etc" isn't for their site. Join the club, everyone wants
higher CPM! You have two options here -- either you take the low CPM,
CPC
etc, or you get paid nothing. There isn't a third option for you, and if
anyone tells you otherwise, they are retarded. The only people who get
anything arte the "majors" as you put it, as everyone else is out of
business.
</Pesach snip>

I'll agree with Pesach to a point, but broad sweeping generalities are
usually wrong. And, calling people retarded just isn't a nice thing to
do! :)

(In his defense, Pesach's newsletter is a decent read...)

As much as it's the answer you probably don't want to hear, if you want
to do anything well, you have to do it yourself. Over the last few
years, I've tried nearly every broker out there, and any success I've
had with them didn't last long. The reason is simple - it's plain old
supply and demand. A broker commoditizes your site and makes it
indistinguishable from any other. It goes back to basic economics, if
your product has no point of difference, then you're going to take
whatever price the market dictates.

There is no magic solution out there where you can just sign up with
some broker and have checks come in. You have to be innovative in what
you do, and it's your job to figure out what your niche is. For example,
why just sell banners and skyscrapers? Customize a package that
includes email, textlinks, sponsorships, lead generation, whatever you
can provide... You're not going to be able to sell it through any
broker, but if you put together the right deal, you'll have a customer
for the long term.

Just because the big companies are going through rough times does not
mean that there are no viable business models on the net. There are
plenty of good private firms out there that are making money, but
they've had to work at it and be different.

That's my opinion anyway...

Cory Janssen, Co-founder
http://www.investopedia.com
(p) 780-421-0555
(f) 780-421-0455







Received on Wed Jul 10 2002 - 11:12:46 CDT