NONE: ONLINE-ADS>> Web sites reluctant or unable to publish Rate Cards?
ONLINE-ADS>> Web sites reluctant or unable to publish Rate Cards?
Lee Brookes (lee_at_ukwebmarketing.com)
Sat, 4 Jan 1997 18:30:51 +0000
To introduce myself I am Managing Director of UK Web Marketing
http://www.ukwebmarketing.com
We recently opened a Ad Seller's Register at our site. This allows
web sites to enter their details for potential advertisers to view. There is no
charge for entry in the Register nor is there any charge to potential
advertisers to view the Register.
The reason for this post is to comment on my surprise at how many web
site owners are either reluctant or unable to actually provide
meaningful rate card information. Because we want the resource to be
useful to advertisers we require entries to include rate card details
(or a link to a URL with this information). Many entries (as many as
50%) have to be rejected because they do not provide this
information. Instead they quote "on application", "negotiable" or
similar. When we follow up such entries we are frequently told that
they simply have no idea what (or how) to charge or worse that they do not
wish to disclose what they charge (this probably means that they do
not know what to charge).
Advertisers do not have the time to visit hundreds of individual
sites simply to gather ad cost info. Registers such as these can be
a help to advertisers but only if web sites are prepared to
contribute meaningful data and that includes rate card details. Sure
a site may wish to quote a range of prices or even make it clear that
the rates shown are negotiable but there must be sufficient
information to get an advertiser interested
Lee Brookes
UK Web Marketing
http://www.ukwebmarketing.com.
