NONE: ONLINE-ADS>> Re: Modem Media's Proposed New Ad Model
ONLINE-ADS>> Re: Modem Media's Proposed New Ad Model
Jeff Diehl (jeff_at_webpower.com)
Tue, 24 Sep 1996 13:53:35 -0800
>>On Tue, 24 Sep 1996, jim waltz wrote:
>>
>>If you are opposed to web ads based on the activity at the advertiser's
>>site, copy this sentence in you post and explain why.
>
>I think NOT, Jim.
>
>Site activity is strictly the responsibility of the advertiser, not the
>site that's hosting the ad. That's like saying I'll only pay the newspaper
>for the ad space if the customers come in and buy. It's it's up to the
>client or their advertising agency, web consultant/designer, etc. to come
>up with a site design that invites and encourages activity. Perhaps Web
>designers should base their fees on that. Now there's a model that makes
>sense.
I can't help but see this as a stale, old-media response to the latest
trend toward ad media accountability on the Web. The example of the
newspaper the author uses drives this home blatantly. You can't use the
principles of newspaper advertising to make demands on the Web marketing
industry.
The point is, it's everyone's responsibility to "build good Web" and guide
users to the information they seek. To bicker about who's is the burden of
successful advertising/sales, is to miss the revolutionary nature of the
Web. Advertising and sales have finally achieved the scientific ability to
merge. "You will be assimilated -- Resistance is futile."
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Jeff Diehl (jeff_at_webpower.com) WebPower Inc
Media Director San Francisco, CA
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