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

Ray Taylor (taylor_at_bizbiz.com)
Thu, 27 Feb 1997 08:31:58 +0000

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Jim Waltz <jwaltz_at_dmn.com> wrote:

> 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.

I'm not a buyer, but I would suggest that one way around the problem of
lack of history might be to look at other media. For instance, if the
product is launched with a press campaign, then you can guarantee
immediate interest in the new site. You also create an opportunity to
bring a client or two into the press campaign. Perhaps more importantly,
by spending money on other media you underline your commitment to the
project in the eyes of the client prospect. If you are prepared to risk
your own money on an untried product, then you have a better chance of
asking somebody else to do the same.

Ray Taylor
New Media Communications
London

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