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NONE: Re: Boston Globe refusal to run ad
Re: Boston Globe refusal to run ad
Steve Glover (XXX_at_freebairn.com)
Mon, 26 Aug 1996 10:14:34 -0400
They can advertise on the Web. I don't see a newsprint advertisement as
being competitive anymore--it's more a commodity. Why would I run a $50,
3-line ad in the Atlanta Classifieds when I can find a local classifieds
only directory that has a greater readership and will run it 'till it sells
for free? Or one that will run display advertising at 1/10th the cost of
the local paper, and be "focused" more on the readership that I want?
Also, the number of people who would see a www.whatever.com in print and
have the resources to go there is still not significant enough to justify
trade wars.
For example, Access Atlanta, one of the first online papers (through
Prodigy, and still there--although they now have online classifieds via the
internet) has a claimed 20,000 membership base. I assume they are mostly
local Atlanteans. 20,000 in a city of 2,000,000 + is not going to bring a
swarm of people banging to the door. The one thing that differentiates
the web from traditional media is that consumers are footing the bill (in
their eyes) through their subscription to ISP's or whatever--at $20/month
or more, it does not compare directly to anything except cable or some
daily papers. If the papers want to make a profit and keep their audience
focused, perhaps they should get into the ISP business, and then provide
content to keep the readers there. It's been my understanding for a while
that media makes it's profits off of advertisers, while the subscription
fees merely protect those profits (if necessary, trades have been making
profits for a long time without subscription fees). Maybe it's a good idea
to view the web as a giant "trade" zine and look to their profit models for
development of websites.
IMO, the web site that provides services such as these (boston.com,
atlantaclassifieds.com) are not going to have much of a basis for argument
in their strategic meetings--not when the consumer opinion of their website
may change globally between 9 and 10 AM. If they want to adopt protective
tariffs, they do so at their own risk.
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