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NONE: ONLINE-ADS>> Tracking software...
ONLINE-ADS>> Tracking software...
Varun Arora (varora_at_giasbm01.vsnl.net.in)
Sun, 15 Sep 1996 20:04:59 +0500
A big HELLO to everyone from Bombay, India.
I'm part of a team comprising some powerful corporates that have gotten
together to create (what will be) India's best WWW site. Called IndiaWatch
<http://www.indiawatch.org.in> , it will feature innovative content, of
interest to people worldwide, and, therefore, of interest to potential
advertisers too. Given the high costs of telecommunication in India (a
leased 64k connection to the net costs approx $45,000 per annum just for the
circuit and service from the ISP/NSP, add equipment and personnel), we
figure we could also use this as a hosting platform for interested
corporates. I've been lurking here for as long as I can remember (probably
issue 1, after IMD's death/suspension) and I'm sure folks here can help me
clear things in my head <g>.
(1) What software would you recommend to enable us to track visitors through
the site? Of particular interest to me would be some sort of AI software
which would actually tell us what's of greatest interest, why people leave,
make recommendations, etc. (pie in the sky? probably...). Failing that <g>,
what would be my next best bet? What would it cost me and is an evaluation
copy available? WWW addresses would be useful though not necessary
(altavista, here I come!)
(2) Does anyone here have any experience with online art galleries? What do
people typically go there to see? What kind of corporates would be
interested in sponsoring something like this? I mean, apart from corporate
association, I can't see any positive benefit to the advertiser... and
"corporate image building" ads aren't easy to sell since they aren't such a
great idea anyway.
(3) Among the services we're putting on, is a magazine for the younger
generation called JAM. They are, understandably, worried that the web
version might eat into circulation of their print version, reducing the
print readers, and, therefore, reducing their ability to attract advertising
(after all, most advertisers in the country are interested only in print
circulation figures). At the same time, placing the magazine on our server
gives them the ability to reach a global audience, and places in India where
the print magazine is not currently distributed (at this time, it is a
Bombay-only college-life/what's-happening mag, with intentions of expanding
elsewhere in a few months). The typical rationale for an online
magazine/newspaper is that they can put up material here which could not
make it to the print version AND/OR more in-depth articles AND/OR articles
of interest to other regions that the online version reaches...
unfortunately, being a start-up affair, they do not have an abundance of
"quality" articles, so the first two are ruled out, while the last option
(modification) is being enthusiastically explored. Given that rather
long-winded background, my question is, how do I convince them not to worry
about the online version eating into circulation of the print version, when
the truth is that I, too, am not fully convinced that it won't? We are both
clear that this WILL bring them many more readers, but we also doubt whether
this could be leveraged for additional advertising in one/both versions of
the magazine...
Thanks for reading this, folks. Please do drop in your suggestions - I will
read them VERY carefully.
Cheers,
- Varun.
PS: No .sig file? AMATEUR? Nope... sending this from a temp computer where
Eudora hasn't been setup for me.
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