Re: ONLINE-ADS>> web marketing referred to as "alternative medi

Steve Roth (sroth_at_thunderlizard.com)
Mon, 25 Aug 97 07:54:41 -0700

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>> 1. The web page promotes subscriptions for the magazine. They receive
>> about 100 - 200 orders per month. 2. An ad in a single weekend FSI -
>> Free Standing Insert - can bring in 3000 orders. 3. A TV campaign can
>> bring in 10,000 orders in one weekend. 3. A direct mail campaign can
>> bring in 200,000 + orders from one drop.
>
>Well, to be honest these figures are meaningless unless we know the
>impressions/numbers of all the media types.
>

Not completely meaningless. The point here (I think) is that you can
achieve certain (large) goals with a lot less work using other media. I'm
a big proponent of small buys on lots of sites, but I'm also aware that
the overhead of managing those buys can overwhelm their value.

Steve

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Steve Roth sroth_at_thunderlizard.com
Thunder Lizard Productions Voice: 206/285-0305
Technology Events Done Right Fax: 206/285-0308
1619 8th Avenue North, Seattle WA 98109 http://www.thunderlizard.com
> WEB ADVERTISING '98: February 2-4, New York City <
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