ONLINE-ADS>> Do ad buys depend on track records?

Jim Waltz (jwaltz_at_dmn.com)
Tue, 25 Feb 1997 13:45:55 -0500

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We at DMN media have recently been asked to represent a few sites prior to
their official launch. We'd like to have some paid ads in place before the
sites go live, so I wanted to get some opinions from the media
planners/buyers on this list.

When reserving space on a site, do you look closely at its past traffic
history, and would you consider reserving space on a site that has yet to
launch if it offered you guaranteed impressions and click-thrus at a low
introductory CPM? In the old days of the Web, I remember Hotwired pulling
down paid ads before it launched, but I haven't heard of any similar
situations. I'd love to hear of other successful examples if you have any.

Does a prelaunch site need to have a brand name and market share from
another form of media before commanding attention from prospective
advertisers? If Dilbert were building a new site, I'd bet they would have
advertisers waiting in line.

Thanks,

-----------------------------------------------------
Jim Waltz, Director Sales & Marketing jwaltz_at_dmn.com
Digital Music Network /DMN Media http://www.dmn.com/media/?dmm_jw1
319 Main Street, Stoneham, MA 02180
p: 617.279.2895 f: 617.279.3507

DMN Media- reach millions of raving music fans with Bullseye Precision!

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