NONE: Re: ONLINE-ADS>> The missing chunk of "Peter Bull's debate wrap-up"
Re: ONLINE-ADS>> The missing chunk of "Peter Bull's debate wrap-up"
Leo Sheiner (leo_at_netcomuk.co.uk)
Thu, 18 Dec 1997 22:48:12 +0000
Peter Bull <peterb_at_dvp.com.au> wrote:
<snip>
>
>In mainstream publishing, "build it and they will come" is a concept that
>is treated with derision. When traditional print publishers dream up a new
>publication that is intended to be advertising supported, the first thing
>that they do is presell all the advertising - the FIRST thing they do -
>otherwise they don't bother to create it and publish it. How sensible!
>Yet this is an alien concept to most of us highly technical and very
>creative web entrepreneurs. We pour money and time into creating wonderful
>online publications in the hope that somehow, magically, advertisers will
>appreciate the quality of our work and clamour to buy our space. And
>mostly they don't, because we know a lot about the web, but most of us know
>jack about selling advertising, which as any rep will tell you gets harder
>all the time.
>
<snip>
Correct me if I am wrong but surely most publishers will produce a sample
version of a proposed publication to hawk around to sell space. The
equivalent effort is to build a web site. There is no equivalence in the
effort and cost of maintaining and promoting a web site and running a
full scale publication. A web site costs a lot less. Filling it with good
content
and promoting it where the expense lies. But to build a prototype is surely
the same as creating a sample issue?
Leo
http://www.safe-audit.com/ promotes Ecommerce on the
most cost-effective Transaction Banner Ad Network. 2,500
Hostsites with 85 million pageviews can boost your traffic.
mailto:leo_at_global-m.com Telephone +44181 346 0770
Leo Scheiner at Global Market Ltd.
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