Re: AOL removing pop-ups

From: Chuck White <chuckwh_at_pacbell.net>
Date: Fri 18 Oct 2002 13:45:52 -0500

> Truth is, some people are much less irritated by spam than others. For
> example, spam doesn't bother me much because I'm so totally used to
it.
>
> To see people others in absolute kniption fits over spam is most
amusing
> to
> me.

You'd find me terribly amusing, then. If you think I'm hostile about
pop-ups (unders), you should hear my rant against spammers. I opt-in to
quite a few lists, and there's a difference between getting white papers
on the newest PDF technology and getting 200 spams on Viagra and
mortgage rates are low low low!!! I consider opt-ins very valuable
marketing tools, but spammers who claim that I opted in (and they always
do) should be sent to prison and forced to watch Chevy ads all day.
 
> As for pop unders... that's a different story, because it's messing
with
> my
> windows structure on my desktop... it's MUCH more invasive than spam,

Exactly. And research shows that most people feel the same way, high
click through rates or not.

I would be mistaken if I tried to argue that pop-ups don't generate
higher click through rates, or even brand awareness. X-10 has certainly
improved its brand awareness. In fact, it's fair to say that since X-10
had no brand awareness prior to their invasion, the negative brand
awareness had a positive effect on their bottom line. I am sure there's
some rich people over there right now, and they would tell me that
pop-ups are the best thing that ever happened to marketing. Gosh, I'd
say that too if I were them.

I'll even go so far as to say that X-10 is a success story. But it's a
shame that so many others have decided to look up to them as the way to
do things.

Most of us on this list *want* and *need* online advertising to succeed.
It has to, or free sites will start dying. If pop-ups have saved a few
sites from such death, okay, I'm glad for that. But let's fix this thing
while we have a chance.


Chuck White
-------------------------
Author, Mastering XSLT, Sybex Books
Co-Author, Mastering XML Premium Edition, Sybex Books
http://www.javertising.com/webtech/






Received on Fri Oct 18 2002 - 13:45:52 CDT