ONLINE-ADS>> Modem Media and others

peter temes (ptemes_at_snet.net)
Mon, 20 Jan 1997 20:07:32 +0000

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In response to Jack Pacak's question about Modem Media, I'd have to say
that Modem gets a certain amount of trash-talk because they're big,
visible, and make a lot of money, even though they're run and owned by
young guys.

Outsourcing coding is fine, so long as you're up front with clients
about it and manage the end-product well enough. Software-engineering
management is harder than software engineering, so if they can do it,
fine.

Still, there are drawbacks to a company like Modem in the same way that
there are drawbacks to giant ad agnecies in New York and London.
Drawback #1 -- you need real money to get their attention. Drawback #2:
most smaller businesses need their agencies more than their agencies
need them, which is a doomed position to start out in.

Venture Communications is kind of a mini-Modem (full disclosure: they're
a cleint of mine), and they get down and dirty and hustle for little
clients far more than most name agencies do.

They also run a couple of their own direct-sales and lead-genreration
sites, which Modem will never do, in the same way that Olgivy & Mather
won't ever try to sell you groceries. But in this business, being out on
the front lines lets an agency take some of the knocsk it can then steer
its clients away from.

Case in point: Venture is giveing away banner placements, and doing
losts of banner swaps, with existing and potential clients, and others.
They can do it because it helps their own sites. You won't find Modem
giving away a darned thing.

Drop me a line if you'd like to get into a banner swap wtih Venture's
Free Forum -- a site with 200,000 visitors a month.

Peter Temes
mailto:ptemes_at_snet.net

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