Re: TV ad rates vs Web

Donna Dolezal Zelzer (djz_at_efn.org)
Sat, 17 Aug 1996 11:26:33 -0700

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At 1:33 PM 8/16/96, xerxes_at_clark.net (xerxes) wrote these words:>

> most sites, 99+% will NEVER be mass media..........
<snip>
>
> 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).
>

I agree with this. Granted, it's easiest to start from the known models,
but sometimes that locks us in a box where we can't see other ways of doing
things. (The best pricing ideas may well come from people with no
background in media ad pricing at all, so they start with no prior
assumptions.)

Another problem with trying to come up with "a" pricing model for the web
is that there are so many different kinds of sites and one model probably
won't fit all.

Donna

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Donna Dolezal Zelzer (djz_at_efn.org)
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