Re: How to determine true value of ads?

Uni-T (Homer_at_freebairn.com)
Sat, 29 Jun 1996 09:31:35 -0400

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Hello List,

We've been approached by a number of online publications for advertising.
Nearly all of them include some sort of "Value Added" feature such as
virtual hosting... which they claim will give us a greater edge in the
market.

However, my concerns lie in the actual number of "raw" hits that these
sites receive. Without going into names, here are the stats:

For $30,000/year we get:

100 megs for any purpose
virtual domain (if needed)
a relevant online trade magazine that we DO advertise in regularly in
print
1 sponsorship banner on the contents page (1 out of 16 possible)
relevant links to our materials from any of their editorial

Their stats: 12,000 "raw" hits per month.

Now our media dept. is used to reporting in terms of CPM, freq., etc.,
which obviously doesn't apply online. I'd take about 2,000 of those hits
off myself just for webmaster/webteam development and support of the site
each month. My question is, how do we approach these publications (Other
ones include consumer adventure sports, weapons, hunting, optics, legal
and home lawn care) and make a determination on negotiation of rates? We
are committed to advertising online, and supporting this new technology.

Is there yet a true "rate" or "CPF (cost per feedback--my term)"?

Best Regards,

Steve Glover

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