NONE: ONLINE-ADS>> Re: New ad model - LESS accountability
ONLINE-ADS>> Re: New ad model - LESS accountability
BSedg_at_aol.com
Thu, 10 Oct 1996 17:40:42 -0400
Hello all,
>The NY Times will not sell by impresions, in fact you can't even tell
>how many impressions you received.
One thing that they can tell is how many impressions were generated on their
site by analyzing their own log files. They should at least be able to tell
advertisers what their numbers are. If they are using any kind of
adserver/manager, they can tell what percentage of the pageviews displayed a
given advertiser.
If they are going to try to justify sales based on the supposition that AOL
is generating "most" of their traffic, then tell the advertiser what their
recorded traffic is and then do a user survey to check AOL email addresses
against the whole. That would give them at least some grounds to base the
claim. They have a great site, I'm surprised by the model.
The reason the ABC exists in the print world is because reported circulations
and readership in the early days of publishing was not viewed as reliable
both by competitive publications and the purchasers of the media. Let's not
start down a path that is going to snowball into a new monster.
As this media develops, we need to provide as accurate reporting as possible
to earn the respect from buyers that the media deserves. Remember, while
advertising revenue is growing on the web, much of the money is just changing
hands within our little circle. Our media does not yet have the respect of
the general advertising community, and until we earn it, we can't "suppose"
too much. For the major players in the industry, the web does not even
represent one tenth of one percent of their annual ad budget. It is still
just a baby.
Another thing to remember is that the NY Times is a huge print
publisher...<raise your own questions here>
I would love for one of the pioneers of the advertising industry that
understands the web to make comparisons between the early days of print and
TV advertising and sponsorships. From my limited knowledge, there seems to
be a lot of parallels that we can all benefit from studying. Any takers?
Bill
PS Those of you that sent me email feedback on my last post-- Thanks.
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Bill Sedgwick
Advertising Manager
Mapquest Publishing Group
BSedg_at_mapquest.com
http://www.mapquest.com
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