NONE: ONLINE-ADS>> Re: Small Sites
ONLINE-ADS>> Re: Small Sites
The Bay Area Gardener (moholt_at_gardens.com)
Mon, 7 Oct 1996 08:34:32 -0800
Judith Huron and Donna Zelzer raise questions obtaining advertising for
small, specialized sites (see their quotes at the bottom of this posting).
I've just started an electronic gardening magazine, aimed specially at the
San Francisco Bay Area and have a similar situation. Here's what I would
like help with:
1) I am approaching retailers and manufacturers who now advertise in
speciality print magazines aimed at the gardening market (using commission
sales staff) . These print magazines can state that their circulation is
"such and so". Impressions, click through rates and the like have no to
little meaning to these advertizers, although they do want to know how many
people "look" at my site and how many will be looking at it over the next
few months. My assumption is that the audiences for the print-based
magazines and my electronic-based magazine are similar, since we both
specialize in the same topic and reach the same geographic area. Should I
charge the same rates as the magazines?
2) Local weekly newspapers charge more for ads, due to their larger
circulation. Because of the popularity of my subject area (gardening is the
leading leisure time activity in the USA) and the high number of WWW users
in my geographic area thee nine counties around San Francisco Bay) and the
marketing I am doing to attract users to my site, should I be charging a
higher rate at the very beginning -- similar to newspaper rates?
3) I've been following the discussion here that strongly advises against
giving initial discounts to advertisers, or sets rates too low in the
beginning. But, when you've got a new site without high number of visitors
yet, and you find little to help you determine ad rates for your particular
situation, how to you set some rates you can live with?
Regards,
Carol Moholt
--------------------------------------------------------------------------------
At 6:30 AM 10/5/96, Judith of Huron On Line wrote these words
But the question still remains how does a small site get
> advertisers. The companies currently offering paid advertising to small
> sites have not proven reliable...A small site can offer it's
> own advertising program at "cheap" prices that are in line with the number
> of impressions an ad would receive as we do but without the resources of an
> advertising company, it is almost impossible to obtain advertisers.
On Oct 5, 1996, Donna Zelzer wrote:
"...In my case, my site is very specialized and is also about the same topic as
the magazine I work for, so I have a list of potential advertisers to
contact who would be well suited to the content of my site. The problem is,
for me, making the time to do this.
I've been thinking about trying to find someone who would be willing to do
this for me, on a straight commission basis (to start, anyway). This really
the same ad what the ad agencies are doing, except this person or persons
would care about what I'm doing and we'd be working together on a personal
basis.
-------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
======================== AD JUGGLER ========================
Advanced management system that makes maintaining banner ads a
breeze 100% web based, full stats & reports. more:
http://www.adjuggler.com
----------------------------------------------------
>>>>>>>>Announcing the 1996 CyberAtlas Web Advertising Roadmap<<<<<<<<
Need quick answers? Get a copy of the Roadmap and find your way around
click-through, banner design, and much more: http://www.cyberatlas.com
-------------------------------------------------------------------------
