NONE: Re: ONLINE-ADS>> Web publishing vs content creation
Re: ONLINE-ADS>> Web publishing vs content creation
fulton.mn_at_pg.com
Tue, 2 Dec 1997 7:46:00 -0500
Nobody seems to be getting the point. The point is that the original
message was suggesting a different model. We all know how it currently
works. We know you copyright your site and this suggestion would not
change that. We know you make money from ads now and this suggestion would
not change that either.
The model doesn't hold up when you use your newspaper example because it is
a different medium. When you sell most newspapers, you know where 95% of
your viewers will reside. The city the newspaper is targeted to. So ads
are targeted to local consumers and are bought by local stores.
With the web, we currently do not know where our viewers will reside. That
is the whole point. So the only people who want to advertise are the big
companies that have a large national or global target market. That takes
the local company out of the mix.
The suggestion is a way to bring the local company back into the mix. You
would leave a banner slot open for a local banner and designate it as such
in some way. The consumer would come to your site, the ISP would know
where they reside, poll for your site, find out you have a space for a
local banner and pull one from their list of local banners that agree to
pay more than the minimum fee you set. The customer would see the local
banner and the ISP would send you your predetermined minimum fee. If they
had no banner that was willing to pay the minimum, it would go back to your
site to pull back a default replacement ad.
This model is not about copyright infringement or the like. The point is
not to rip anybody off or make them feel violated. It is about bringing
local marketing to the web. The ISP is not some horrible being trying to
deface your art, he is merely a middleman working with a predetermined set
of critieria to help effectively advertise on your website.
With effective local marketing, the whole pie gets bigger so there is room
for the website publisher to get more ad money than they do today and still
let the local ISP get a cut as well.
Just my $0.02
Michael Fulton
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