NONE: ONLINE-ADS>> Ad Bytes / April 8, 1997 / issue 13
ONLINE-ADS>> Ad Bytes / April 8, 1997 / issue 13
rhoy_at_o-a.com
Tue, 8 Apr 1997 18:17:06 -0500 (CDT)
Ad Bytes / April 8, 1997 / issue 13
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Ad Bytes is a weekly supplement to subscribers of The
Online Advertising Discussion list. It profiles news items
relating to online advertising, PR and promotion. Its purpose
is to two-fold:
1.) to keep subscribers informed about current issues in
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2.) to help spark new topics of discussion.
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In this issue:
==============
MESSAGE FROM THE MODERATOR
IN THE NEWS
Newsgroups to the Rescue - Internet World
Sites help marketers think global... - Ad Age
MSNBC Brings TV-Style Commercials... - Wired News
Schools Sell Screensaver Ad Space... - Wired News
Banner Year: Despite a custom-site... - WIRED
Scoreboards and Search Pages Are Hot... - Web Week
COOL PROMO
Email this story to a friend
THE BOOK SHELF
Publicity on the Internet by Steve O'Keefe
NEW PRODUCTS, SERVICES, & REPORTS
ClickWise
A Cyber Vending Machine
Shop The Web Directory
Submit It! Desktop
Mamma Search Engine
MESSAGE FROM THE MODERATOR
--------------------------
Hey all,
Sorry for the delay in getting this week's Ad Bytes out.
I have been slacking off a bit lately and will try harder
at get it out on Saturdays, as with past issues.
Here are some new enhancements to this and future Ad Bytes you
might want to take note of. One thing I have decided to
start doing is reviews of books covering subjects of
interest to the online publicity professional. The reviews
will be part of new section - THE BOOK SHELF. Also, I
intend to be more vigilant about profiling a cool promotional
strategy in the "COOL PROMO" section of this newsletter.
I think we can learn a great deal by reviewing what others
are doing online.
That is all for now...
IN THE NEWS
-----------
Newsgroups to the Rescue
Internet World
http://www.iw.com/1997/04/foundit.shtml
I think we have forgotten the value of promoting via
newsgroups, and for good reason. Most of the stuff
posted there these days is crap, plain and simple.
There are, however, bastions of useful information
that have not been overrun with spam - newsgroups
with a highly technical focus. This story chronicles
journalist Linda J. Engelman's experience troubleshooting
a problem with her scanner. The story shows that if
you have a technical product or service, newsgroups
can provide and excellent opportunity to promote by
helping potential and existing customers.
==============
Sites help marketers think global, advertise local
Ad Age
http://www.adage.com:80/interactive/articles/19970324/article6.html
MapQuest, an Internet cartographic service, is using the
searches performed on its service to geographically target
ads. Its first client - Radisson Hotels.
==============
MSNBC Brings TV-Style Commercials to Web
Wired News
http://www.wired.com/news/topframe/2937.html
MSNBC will start streaming animated intersitial ads later
this month on its site. As the user navagates the MSNBC
site, full-screen ads will pop up from time to time.
Though I think this is a good mechanism for an entertainment
site (like when you are playing "You Don't Know Jack" --
http://www.berzerk.com/), it seems a poor idea for a
news/information site. When I go there I am searching for
information, not browsing leisurely. If I am delayed by
having to watch an ad every few minutes it will get too
annoying for me to hang around. And there are lots of
other news sites....
==============
Schools Sell Screensaver Ad Space to Pepsi
Wired News
http://www.wired.com/news/topframe/2910.html
The Peel Region Board of Education, in Ontario, Canada, is
beefing up the public school budget by allowing advertisers
to put their messages on the screen savers of classroom
computers. Hmmm...I can see serious potential once every
classroom computer is wired to the net.
==============
Banner Year: Despite a custom-site shakeout,
advertising revenues and brand awareness are booming on the Web.
WIRED
http://www.wired.com:80/wired/5.03/es_webad.html
Commentary on the recently release IAB numbers on ad
spending and discussion of past and future branding strategies
on the web.
==============
Scoreboards and Search Pages Are Hot Spots for Advertisers
Web Week
http://www.webweek.com/current/markcomm/spots.html
Apparently Dilbert isn't the only hot spot on the web.
COOL PROMO
----------
I was reading a story in the online version of PC Week yesterday
when I noticed a button that read:
"Email this story to a friend"
When you click on the button a form appears. You use the
form to fill-in your email address and the email address
of the friend to which you want send the story. I sent it
to myself to see what one would get. The story comes with
text ads on the top and bottom of the email for Ziff-Davis'
other web sites. (Ziff-Davis publishes PC Week.) It struck me
as a clever response to what I imagine is a common problem for
online publications - people violating copyright by cutting and
pasting the text of a story into an email message that they
freely distribute. With this solution PC Week is not only
providing a service to their readership, they are plugging
the other Ziff-Davis properties in the process.
You can see an example at:
ActiveX's Dirty Little Secret
PC Week
http://www5.zdnet.com/anchordesk/story/story_813.html
THE BOOK SHELF
--------------
Publicity on the Internet
Published by John Wiley & Sons, ISBN: 0471161756. October 1, 1996.
website: http://www.olympus.net/okeefe/Pubnet/PIbook.html
review:
When I read this book, I got mad. That damn Steve O'Keefe had
written the book I wanted to write!
Where most authors give the broad and shallow picture, Steve
hands you the user's manual. This is, by far, the best nuts-and-bolts
explanation of what goes into a successful online campaign I have
seen to date.
It is not a book about online advertising. All the techniques are
really grounded in public relations (pitching stories to media,
participating in discussion/news groups, booking chat sessions,
etc.); which is understandable. Steve has made a name for himself
in book promotion world through this type of publicity. He is the
founder of Internet Publicity Services, an online PR firm in
Washington State and was one of the earliest online publicists.
Besides its practical focus, another strength of the book is that
Steve discusses things that got him into trouble. He can give the
hard reality of why you should never, for example, send a press
release to dozens of reporter by putting there email addresses in
the CC: field. As a result, you are really benefiting from his early
mistakes. (And, frankly, we have all made them.)
RECOMMENDATION: run to your local book store and buy a copy.
NEW PRODUCTS, SERVICES, & REPORTS
---------------------------------
ClickWise
http://www.clickover.com
Intelligent ad management system for websites, free <10,000 ads/day
A Cyber Vending Machine
http://www.right2know.com/cvm/cvmhome.html
Powerful stand alone interactive cgi scripted pages for automatic
transactions
Shop The Web Directory
http://www.shop97.com/
Seeking the best places to cyber-shop for products and services.
Submit It! Desktop
http://www.submit-it.com/sidesktopsrv.htm
Quickly promote your Web site. Manage, track multiple
submissions.
Mamma Search Engine
http://www.mamma.com
New Meta search service is launched after six months beta test.
That's it!
richard
moderator
online advertising discussion list
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