Re: ONLINE-ADS>> Call for Action: Vendors, Please Create a PSA

rburwell_at_LUNGUSA.ORG
Wed, 8 Jan 1997 9:18:57 -0500

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On Mon, 6 Jan 1997, Jean-Marc Holder <trini_at_idnet.fr> wrote:

>Speaking as a publisher, I think that it would be very important that the
>sit of exactly WHO will be allowed to serve ads to my website would
>be important. Could be that some "public service" ads are contrary to
>my editorial line or create conflicts with editorial policy or exising
>advertisers(eg NRA ads on an anti gun server). Perhaps the best way
>would be to have a page where each publisher could define his list of
>acceptable advertisers.

>Without this, I don't think that the system would gain popular
>acceptance.

I agree with Jean-Marc. The problem is the same in reverse. The Lung
Association sends out PSAs to publishers/media that we choose. With a
totally open system on the net, you would have the possibility of not only
"publishers", but corporate sites picking up our PSAs. We wouldn't
necessarily want a PSA on kids with asthma sitting on a site that sales
an asthma related product because of a potential implied endorsement.

Maybe, as Jean-Marc says, the publisher/site could specify their
acceptable list AND the non-profit could do the same. Or, maybe the
"rule" is that both "list" themselves as available, but they "agree" by
e-mail before a non-profit PSA is actually picked up and placed on a
for-profit site.

Rusty Burwell, Senior Director, New Business Development
American Lung Association
New York, New York
212-315-8743, fax 212-315-6497
rburwell_at_lungusa.org www.lungusa.org

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