ONLINE-ADS>> But what about high value niche products

Bob Browning (bob_at_textor.com)
Tue, 08 Oct 1996 18:17:33 +0100

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<yawn>The question to this august body is really about advertising
rates - again</yawn>. And I have a site (http://www.textor.com/markets/guide)
that really is a yawn a minute. It is an on-line directory of
Treasury software.

The by the way Treasury is the department in a Bank that does the
wholesale money stuff.

<is that all>I get over 2,000 unique visitors per month. </is that all>
No big deal right. I have done a survey, and I have only had
25 or so responses so far, but 28% of them say they are on the site because
they are at some stage in buying technology.

Now most of this software normally retails in the order of hundreds
of thousands of dollars, and is often a component of a project
running into millions.

So multiply 28% by 2000 by 12 by (say) $250,000 average project
size and I have about $1.7 billion worth of business surfing through my
site every year. Most software houses operate to a margin
of 15% or better, <wake up>so this equates to a quarter of a billion in bottom
line profit that can be made of these prospects.</wake up>

Now someone tell me that $25 CPM is a reasonable rate. Or even that
any CPM can be justified. I mean this stuff is not coca cola.

So guys - what should I be charging. Any ideas.

Bob Browning
- - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -
Bob Browning bob_at_textor.com
Textor Webmasters Ltd www.textor.com
10 Barley Mow Passage
London W4 4PH Marketing via Technology
+44 (181) 994 6477
Let us do your Java and CGI programming
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