ONLINE-ADS>> selling ad space

Carl Flansbaum (carl_at_cyclery.com)
Wed, 12 Feb 1997 10:43:12 -0800

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Hello all,

As many other lurkers will attest, this list has been a wealth of
information about a topic that many of us I'm sure are still trying to
figure out.

Here's my question: I own and administer a number of bicycling related
sites which are some of the most popular on the web. We get a combined
total of greater than 60k visitors per month (millions of hits). We have
banner tracking software for impressions, click throughs and the like. I
have had moderate success with selling ads to bicycling related companies on
two of the older and more popular sites.

We have now started an on-line 'zine (bikesite) which will rely solely on ad
revenue to support it. I am coming to realize that in doing this I'll need
to contact larger companies than I've previously dealt with and will be
corresponding with either the advertising dept. or an ad agency representing
these companies. However, I see that I am out of my field here and not
quite sure how to proceed. I would imagine that I'm not alone in this regard.

Here's what I see are my options:

1. Hire someone who really knows what they're doing.
2. Hire an ad agency to do this for us
3. Send materials along with intro letter directly to ad agencies servicing
the bike industry

Problems involved with 1 and 2 include limited funds (no surprise here) and
a lack of interest from the ad agencies I've talked to in doing this for us
(or a substantial up front fee)

I would prefer to stay away from the banner ad networks if at all possible.

So it comes down to number 3. Would you all agree? Is this an acceptable
means of attracting interest, i.e. by contacting the ad agencies of the
companies that I'm targeting? What kind of, or where would I find info
about things to know, like what is a net agency discount and does it apply here?

Thanks in advance for any advise.

Carl Flansbaum

++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++++
+ CYBER CYCLERY CYCLING.ORG +
+ The Internet Bicycling Hub The Global Cycling Network +
+ http://cyclery.com/ http://cycling.org/ +
++++++++++++++++++++ ++++++++++++++++++++
+ BIKESITE +
+ http://bikesite.com/ +
++++++++++++++++++++++++

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