NONE: ONLINE-ADS>> Re: Modem Media's Proposed New Ad Model
ONLINE-ADS>> Re: Modem Media's Proposed New Ad Model
Peter Hartley (hartley_at_shop.hartley.on.ca)
Tue, 24 Sep 1996 15:30:29 -0400
>>If you are in favor of paying for advertising solely based on activity at
>>the advertiser's site, copy this sentence in your post and explain why.
You may be able to fool some of the advertisers some of the time, but
ultimately they will vote with their wallets and spend their dollars where
they get the most action, measured in their terms, as opposed to where the
so-called experts tell them they get the most exposure, measured in terms
defined by those same advisors.
The technology associated with the Internet DOES allow for things to be
measured in tangible terms, both in *YOUR* terms which some would describe
as poorly defined and unable to be converted into genuine bottom-line
activity or even into dollars earned, as well as into whatever terms each
Advertiser may chose to determine (and if those do not eventually become
dollars earned I will be happy to eat ALL my hats in public).
The days of meaningless theoretical BS about readerships, circulations,
penetration, reach, exposure, and even click-thru's are about to end.
Payment by results has long been the free-enterprise way, and it is time
that the advertising industry as a whole woke up to itself and to what is
happening, because it will continue to happen, regardless of whether you are
on board or not.
Technology has even caught up with you, now, and, like it or not, it is
time to adapt, prove your worth or die a lingering death.
IMHO of course. :-)
P.S. Ain't progress a wunnerful thing?
Peter Hartley
for "Hartley's" > http://www.hartley.on.ca
Contributing to the 'net with...
Hot Bots > http://infobot.hartley.on.ca/infobot.html
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