Re: ONLINE-ADS>> media buyers don't want it to be too successful

Paul (paul_at_web-ignite.com)
Wed, 10 Dec 1997 08:28:54 -0800

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>richard hoy wrote:

> http://www.pbs.org/cringely/homens.html
>Cringely contends that online ad spending will not grow as fast as many
>market researchers say. The reason cited is media buyers don't want it to
>be too successful too quick. Being able to microtarget ads complicates a
>media buyer's life too much.

>What do you guys think?

Hi Richard,

after reading the Cringely article, and myself with no talent of predicting
the future, I would lean towards Cringley's words from the perspective:
"Research that looks forward is a total crapshoot."

Companies predicting from $73 billion to $189 billion is quite a
discrepency, considering $1 billion is a lot of money.

I keep things simple in my life. The bottom line: it's a growing market,
it's going to be much larger in 2000 than 1997.

my plan is to keep the shovel by the manure pile. media buys and what you
get when you make these buys, is changing rapidly. Performance and
evaluation are at the top of everyone's list. I say, capture the essence of
providing specific measurable results. Buyers and sellers who network with
performace based buys and marketers who design around performance will rock!
if the reality becomes $73 billion or $189 billion, it's not going to
matter, we'll be producing results for clients.

Paul J. Bruemmer
-------------------------------------------------------------
Paul J. Bruemmer 805-564-7152
ClientDirect Division. paul_at_web-ignite.com

Web-Ignite Corporation http://www.web-ignite.com
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