Re: TV ad rates vs Web

Donna Dolezal Zelzer (djz_at_efn.org)
Mon, 12 Aug 1996 07:13:47 -0700

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At 10:42 PM 8/10/96, Ralph Sklarew <ralph_at_sklarew.com> wrote these words:

> In terms dollars per thousand viewers for a advertisement, the Web seems to
> be $5-35 (typically $10-15) per thousand viewers. This is similar to print
> mass media, but how do they compare to the more comparable TV ad?

Are TV ads really more comparable than print? About the only simularity I
can see with TV is that both are viewed on a screen.

Web ads are encountered when you're reading or otherwise looking at a page,
as a break in the flow of text and pictures, much more like print (even if
some of the content is multi-media). You can skip the ad and go on with
reading/viewing the page, something you can't do with a TV ad , unless
you've taped the show. And like a print ad, the web ad is still in your
field of vision until you scroll it off the page (in print, turn the page.)

Also like print, if a web ad interests you, you can jump to the site,
bookmark it and come back later (in print, dog-ear the page). How do you do
that with a TV ad? Even if you've taped the show, it's much more of a
bother finding something on videotape. And then you have to take the time
to write down the contact info, something you don't generally have to do
with web or print ads

Not to say that the web (or web ads) are just like print, just that I sse
more common points with print than with TV.

And, like several people (including me) have pointed out, except for a few
sites (mainly the search/index sites) the web is NOT mass media.

Donna

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Donna Dolezal Zelzer (djz_at_efn.org)
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