Re: TV ad rates vs Web

xerxes (xerxes_at_clark.net)
Fri, 16 Aug 1996 13:33:11 -0400 (EDT)

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At 11:13 PM 8/15/96, owner-online-ads_at_mailserv.tenagra.com wrote:
>=46rom: m344760_at_er.uqam.ca ( Fr=E9d=E9ric Rondeau)
>Subject: Re: TV ad rates vs Web
>Sender: owner-online-ads_at_mailserv.tenagra.com
>
>I agree with Donna when she says that the WWW is not a mass media. It
>certainly is not, for now...

most sites, 99+% will NEVER be mass media..........

>But, and I would like to get the list's opinion on this, if a web site
>makes very precise information available to the population, such as weather
>forecasts or stock exchange indexes, etc., and if a large number of people
>are connected, couldn't this fictitious site become some sort of a mass
>media?

There are such sites....perhaps a hundred or so out of more than a million
sites...they get enough traffic to compare with a low traffic cable
channel.....or a small, independent local broadcast franchise...AM radio
maybe

>Couldn't we then evaluate the visibility of a banner on this site in
>terms of GRP, just the same as for a TV ad?

personally, I believe this method of evaluating ad rates for web sites is
pointless for almost all web sites.........trying to do this is one of the
drags on further development of web advertising.....there is no point
trying to force the web media into the ad pricing pattern developed for
other media.

EMPLOY A PRICING MODEL THAT FITS THE MEDIUM........do not force the pricing
model developed for broadcast or print...familiar as it may be, .....it is
wrong for the Internet (in the vast majority of cases).

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