Re: Online newspaper advertising question.

From: Matthew Johnson <mjwriteservice_at_yahoo.com>
Date: Thu 27 Mar 2003 07:40:00 -0600

The road of newspaper online advertising is littered
with failure, for two reasons, neither having to do
with the actual efficacy in driving traffic.

1. The advertiser generally has no "ownership" of the
banner ad. Our paper can guarantee hits on the site
(through CPC/Google) but unless I have qualified the
advertiser (How often do you check your email, Mr
Advertiser? May I see your website?) they have no idea
how to keep and convert customers. this leads into
reason numer two,

2. Newspaper Advertising sales people have no clue how
to sell online ads and are generally given little
incentive to learn.

The traffic is very good however, for a small fraction
of clients.

MJ

=====
Matthew M. Johnson
www.jeffconews.com
mjwriteservice_at_yahoo.com

"There are lies, there are damn lies and there are statistics." Disraeli




Received on Thu Mar 27 2003 - 07:40:00 CST