Re: Getting the "big guys" to lower their prices

Larry Chase (chase_at_advert.com)
Wed, 17 Jul 1996 11:30:40 -0400

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Hi there,

Snip
>I've always read that the actual price advertisers are paying for
>placements on major sites (Yahoo, Infoseek, Excite, etc.) is less than the
>price these sites quote.

>Has anyone on the list been involved in negotiating such an ad buy? And
>what was the "magic phrase" that got these guys to come down in their
>price?

Good question. I usually explain that I'm bidding a few sites and tell
them the budget right up front. If they quote the rate card back to me I
don't really have a problem w/ that. Why? Because other sites may be
hungrier for the biz and negotiate down from the card. I normally bid out
to three or four sites. three make it onto the short list. In this way, it
is up to the media outlet to "give it their best shot". It's not too
dissimilar in bidding for TV directors except there are, of course, many
different variables in how to shoot a spot whereas search engines will
offer you basically words, exposures in indexes, or general rotation
flights.
Good luck.

Cordially,
Larry Chase/Chase Online Marketing Strategies email: larry_at_chaseonline.com
Web Digest For Marketers http://wdfm.com
Voice: 01+ 212 876-1096 Fax 01+212 876-1098

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