NONE: Re: ad rates and negotiation
Re: ad rates and negotiation
Lenore Tuttle-Wilkas (lenore_at_whowhere.com)
Thu, 08 Aug 1996 10:43:26 +0000
> Date: Tue, 6 Aug 1996 21:28:22 -0700
> From: djz_at_efn.org (Donna Dolezal Zelzer)
> Subject: ad rates and negotiation
>
> Re negotiating your rate sheet: How do you let people know that you'll
> bargain without giving yourself the opportunity to sell ads at your
> highest price?
>
> Many of the people I'll be approaching about advertising on my site are
> newbee advertisers who may not realize negotiation is possible, and may
> just not be responsive if the price is too high for them.
>
> I've got some ideas on this, but I;ve never actually sold ads (for my site
> or anywhere else), so I'd appreciate some pointers.
>
> Donna
>
Greetings everybody.
In my experience advertising rates are generally negotiated. I've been
involved in both commercial and non-commercial sales and in commercial
sales the rate card is just a talking point. Nobody seems to stick to
it and often the discount is 50% or more. It's always bothered me that
this occurred, but it does.
Your site is a .org, meaning you're a non-profit company. Advertising
on that site is a little more sticky. In my opinion, I think it's
important to stick to your rate card but point out that your company and
site is a not-for-profit and your banner ad rate is there to raise funds
for your company. This is a point that is important legally or your
.org and non-profit status could be in jeapordy. I spent a long time in
the non-profit community in public radio and this is something that is a
big concern there and I must presume it should carry over to your sight
as well.
--
Lenore Tuttle-Wilkas
lenore_at_whowhere.com
Director of Advertising http://www.whowhere.com
WhoWhere?, Inc.
2570 West El Camino Real, Suite 309
Mountain View, CA 94040
415-917-1300
