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NONE: Re: ONLINE-ADS>> online ads comments/Print Media
Re: ONLINE-ADS>> online ads comments/Print Media
Kevin Leathers (Kevin.Leathers_at_obgyn.net)
Mon, 31 Mar 1997 09:54:51 -0600
John Cliff, DMD wrote:
>I read with great interest your comments re: partnering with print media to
>sell site ads. <snip> Do these ideas come from personal experience? If so, how
>successful has obgyn.net been in forming alliances with print media?
John,
Yes, this does come from personal experience and yes, we have been
successful. However, don't expect it to happen overnight. We started talking
with the major publisher in our specialty last May, and just entered an
agreement last week.
In the meantime I went after Media reps in our industry. I targeted about 30
of them, had contact with about 5 of them and went on to meet with one of
them. They were very interested in adding an internet site to their list of
publications. Using a rep was not an option that my company wanted to pursue
as a first option so I had to keep them on the side as a last resort. The
reps wanted up to 25% of sales, depending on how hard they felt it would be
to sell. They would also pay for their selling expenses (one wanted us to
pay travel expenses, and as you can guess, they did not get a call back).
Back to the number one publisher in our indusrty, our president has worked
with their president ever since May and has now got them to not only work
with us in selling ads but got them to invest in our project. This will be
a win win for both of us, since they had no internet experience (which we
could provide) and they have established contacts in the advertising and
product management areas. It did not hurt that their biggest competitor is
planning to launch a big internet site this May, and they could get involved
with our existing and already successful site.
We have much yet to do. I will have to work with their sales force, to get
them comfortable with selling online ads, and will call on customers with
them. The best thing is that we will still be able to sell ads directly.
Especially good since I have a half dozen new accounts going up next week,
and their contacts mainly in the large pharmaceuticals industry, where as, I
am seeing alot of activity from other industries anxious to try on line
advertising/sales (CD-ROM publishers, Text Book Publishers and other
companies that can't afford print advertising).
The key is to pursue every option possible and to not give up the farm to
anyone. If you need to hire an agent or a broker for the short term, make
sure that you do not get into an arangement that you can not get out of.
--
Kevin Leathers (512) 451-2842 PHONE
Director: PR, Sales & Marketing (512) 377-5626 FAX
OBGYN.net <http://www.obgyn.net> mailto:kevin_at_obgyn.net
Austin, Texas USA 78756
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