NONE: Re: ONLINE-ADS>> A web "publishing" analogy
Re: ONLINE-ADS>> A web "publishing" analogy
Freejack (freejack_at_idirect.com)
Wed, 3 Dec 1997 02:00:23 -0800
>Buying space in any one website doesn't make sense to me, and even a
>website that is chock full of local content is likely to be only marginally
>better. Going one step up the ladder and buying the space next to where
>ALL my local surfers start their virtual journey, next to where all the
>websites in the world get displayed, seems like a much better deal to a
>local business advertiser like me.
Then rather than raping the editorial and content that web site publishers
provide - why don't you hit up local ISP's for advertisements on their home
page?
The problem is that most advertisers that are looking for degrees of
segmentation this fine typically do not view the web as an real media - ie
local businesses.
We run an ISP (www.idirect.com) as well as one of the largest advertising
support content sites on the 'net (www.tucows.com). Which one generates all
the ad revenues? Even though the content site generates 30 times more
impressions, it generates an infinitely larger share of the revenues. I
suspect it comes down to the big question of circulation - one of the first
questions out of any potential buyers mouth (the big reason why I bought
Netguide placements over Internet World).
Although I am completely digressing now, I firmly believe that there are a
distinct and measurable number of ad buyers out there whose products aren't
suited to web marketing. Typically these are smaller operators with very
localized markets. Let's face it, the web is a global media and it is
difficult, if not impossible to find localized buys - and for those of you
that are under the impression that the Internet will yield to your will are
definitely on the wrong side of a losing proposition.
Rather than trying to reinvent one of the largest and hardest to manage
wheels we have ever seen, I recommend to my ISP customers that they should
instead work within the system - use the 'net as a way to market to and
support your existing customers. We have pretty decent number of clients who
simply use the web as a way to communicate to their web enabled customers -
and it works great for them.
Anyways, before I stray too far from this discussion, I should probably cut
this one short...
Ross Wm. Rader
Director of Marketing
TUCOWS Interactive Limited
http://www.idirect.com
http://www.tucows.com
http://solutions.idirect.com
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