ONLINE-ADS>> Are Paid Users Better for Ad Sales than Free?

Daniel M. Ambrose (d_ambrose_at_ambro.com)
Tue, 25 Feb 1997 12:14:53 -0400

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: Bob Poulsen: "Re: ONLINE-ADS>> framing other's content"
• Previous message: Jim Waltz: "ONLINE-ADS>> Do ad buys depend on track records?"
• Next in thread: S. Alles: "Re: ONLINE-ADS>> Are Paid Users Better for Ad Sales than Free?"

I've been lurking on this list for a while and couldn't resist posting
this item which I consider misguided:

The following was recently writen in the Seidmen Online Report:

"Also, since these are paying subscribers, the advertisers take notice.
Advertisers will usually pay more in the print world to be in a
publication that charges a subscription fee than they are willing to pay
for free publications."

Although I agree with many other observations Mr. Seidman made
particularily with respect to the validity and importance of proprietary
online services, its worth noting that advertisers DON'T CARE AT ALL if
a particular prospective customer is a paid user of the service or media
in question. They care only that the target actually fits the buyer
profile they have been sold the the media in question, and that the
target actually viewed the commercial message. These conditions are
easily verifyable on the web or online services with out any fall back
to "paid subscribers." It is worth noting that most of the paid
circulation magazines and newspapers in the off line world LOOSE MONEY
on the paid portion of their circulation because that is the way to
verify readership to the advertisers who foot the advertising bill. I
speak with a sense of authority on this as a former publisher of a top
100 magazine.

The issues that online publishers/programmers need to clearly understand
is that verifyability is the key...if that is solved to the satisfaction
of advertsiers, revenue will flow.

Dan

--
Daniel M. Ambrose
Managing Director,
ambro.com
914-232-0518
d_ambrose_at_ambro.com
bookz_at_aol.com

CEO,  Qlarity Software
http://www.qlarity.com/


-------------------------------------------------------------------------
         This week's Online Advertising Discussion List sponsor:

Q: Is it true that advertisers pay no commissions in the Adbot Network?
A: That's right. If you win an auction, what you bid is what you pay.
adbot: the auction market for internet advertising (tm) http://www.adbot.com

-------------------------------------------------------------------------
Online Advertising Discussion List      To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/                     to online-ads-request_at_o-a.com

• Archive Home Page
• Search
• Next message: Bob Poulsen: "Re: ONLINE-ADS>> framing other's content"
• Previous message: Jim Waltz: "ONLINE-ADS>> Do ad buys depend on track records?"
• Next in thread: S. Alles: "Re: ONLINE-ADS>> Are Paid Users Better for Ad Sales than Free?"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.