Re: Ad Rates Gone South But Attitudes Still in the North Pole
Paul Enriquez wrote:
>Have we become so dependent on technology that we
>forget one of the key fundamentals of media? Do
>people planning online media simply take the word of
>reps or "agents" or technology without checking out
>the properties first hand. Take some ownership.
Paul, you should post more frequently; that's a very smart
observation. In my experience, that's exactly the problem and why
the internet bubble burst the way it did:
No accountability. Everyone looking for the easy way out.
If you do your own digging, analyses and buying, you'll find that
almost no two advertising studies are alike, much less client
experience. I recall talking about this with the owner of one of the
largest advertisers on the web, who told be that every industry
"report" about them showed them spending $19 million annually on web
advertising, when the real figure was about one tenth.
The reason for the difference was that the industry reporters simply
multiplied the number of ads by pre-negotiated rate amounts. In real
life, this guy was the toughest negotiator around. His actual
spending was closer to $2 million.
--
Rob Frankel, "Yes, I really do turn users into evangelists for your brand."
http://www.RobFrankel.com
"The best biz discussion/value on the web": http://www.FrankelTips.com
http://www.FrankelBiz.com Do business with others...for free. Really.
Received on Tue Sep 02 2003 - 08:46:57 CDT
