Bob Gordon Re: Best Ad Network?

From: Bob Gordon <bgordon_at_theautochannel.com>
Date: Wed 26 Feb 2003 16:51:31 -0600

Hey Scott;

>or, alternately...you can say "no" to us leeches and see 90% of all
independent publishing on the net go the way of the
>dinosaur.

We do...We have...and...We will...continue to say NO to companies that
when they help themselves, help keep the Internet a second rate
undervalued medium.

>Open your eyes to a few shades of grey there, Bob. The web is a great
place to produce and distribute original content in a >low-cost
environment. That's what our clients do. And they seem very happy with
us and the CPMs we provide (yes, they are
>mostly below a dollar).

Show me a web publication with editorial content that accepts under a
buck CPM and I'll show you a hobby.

Adtegrity.com's annual report states that your network delivered more
than 14 billion banner impressions in 2002, with your share of revenue
being $3.1 million.

Assuming Adtegrity.com was generous to its 250 publishers and split the
total revenue 50/50, the average payout from your network to these
publishers would have been about $1000 per month.

You state that clients seem to be happy with you, I ask how can sites
that publish original content be happy with a $1000
a month and pay rent, pay for bandwidth, pay for insurance, pay taxes,
pay for electricity, pay for telephone calls, pay for employees, pay for
equipment, pay writers and photographers, pay license fees, etc. all for
a $1000 a month...and stay in business?

Your clients must be hobbyists or corporate e-commerce sites that are
thrilled that you can generate additional(albeit small)revenue for
them...what else can it be?
 
Scott, my eyes are open and have been open for 30 plus years in media
and for more that eight years on the web...we have invested many
millions of dollars in producing and maintaining desirable content that
can attract an audience that is valuable to advertisers that will pay
for it.

When advertisers can buy impressions on a network for practically
nothing, their expectations and the value placed on that medium is
commensurate with its costs, always has been always will.

Media pricing is determined by both the desire for it and it's
availability, it is networks like yours that mislead the advertisers and
lead them down a path of billions of impressions a month for almost
nothing instead of appreciating the targeting value of this new medium.

If a direct mail drop costs a buck a letter($1000 CPM)why is the web
worth less than a buck a thousand...because guys like you have made it
so!

>Just because you can't survive in the current economic climate, doesn't
mean everyone else needs to pack up their toys and >go home.

Scott, there are no toys here, we believe the net is a serious business
and we are doing our best to make it so...but we sure could use some
help.

Warmer Regards,

Bob Gordon
President and Partner
The Auto Channel





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From: "Marco Janeczek" <info_at_mazata.com>
To: online-ads_at_o-a.com
Subject: Re: Branding online ... what's the point (Overture editorial guidelines)
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Date: Wed 26 Feb 2003 16:52:15 -0600

> Tell that to Wal-Mart. You have just glibly dismissed Wal-Mart,

Actually Wal-mart sells BRANDED products cheap, because they pick them
up in bulk. Simple.

and DELL laptops are not cheap.


Marco Janeczek
Internet Presence Developer
Mazata.com





Received on Wed Feb 26 2003 - 16:51:31 CST