Re: Setting local website ad rates?

From: Loren M. Baker <loren_at_webadvantage.net>
Date: Tue 25 Nov 2003 11:44:47 -0600

Barney,

In today's online advertising world, numbers talk. Since the Internet is a
measurable advertiisng medium, you're best bet is to base your rates on
something measurable.

Impressions? Click thrus? Sales? All of these can work for different
products and audiences.

My recommendation is that if you are having a problem convincing advertisers
to buy, do the following... give away the farm, or at least a cow. Why?

If advertisers are shying away from purchasing space, give them a trial to
show what you can do for them. Free or discounted, but for a short period of
time- perhaps for two weeks or a month. However, include a catch. Make the
results from this trial period public (you can always hide their name).

This way you'll have a case study, testimonial and public advertising
results... NUMBERS... to show future advertisers AND once that trial period
is over (and if the advertising is successful for the advertiser) you have a
reason and the means to persuade that advertiser into renewing or signing a
long term contract.

I would also suggest introducing an integrated ad campaign if you do not do
so already. This would include site sponsorship, onsite advertising,
advertorial, email advertising, and perhaps a mini-site devoted to that
advertiser.

This way, you can measure the offerings of your site and price them
accordingly to the results.

A short term sacrifce can give you a marketable advertising package that may
sell itself.

Hope this helps,
Loren Baker

WebAdvantage.net <http://www.webadvantage.net>
E-marketing, online advertising, & PR strategy and implementation.
*** Selected by Forbes Magazine as a B2B Best of The Web ***
     <http://www.forbes.com/bow/b2b/review.jhtml?id=4531>

(410)297-9495 | (410)297-9462 fax EST





Received on Tue Nov 25 2003 - 11:44:47 CST