Re: ONLINE-ADS>> What do you charge for discussion list advertising?

John Audette (ja_at_mmgco.com)
Tue, 21 Jan 1997 20:58:58 -0800

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Hi All...

Jean-Marc Holder wrote:
>With all this talk of mailing list auditing I would be interested in
>knowing what the pricing model for online adds on a mailing list are.
<snip>
>Based on this model ads on our mailing list will be priced starting at 10
>cents per impression. Is this consistent with what the rest of you are
>doing?

I moderate the Internet-Sales Discussion List which publishes the daily
I-Sales Digest (Mon-Fri). I-Sales was launched in November, 1995 as a
spin-off from the Internet Marketing List (rest in peace) and currently has
just over 5,000 loyal subscribers from some 65 countries.

We don't solicit sponsors but we stay pretty booked. Our fee to sponsor the
list for one week is $400.00. That includes a 6-8 line text ad at the top of
each Digest and a banner ad at the web site.

I really have no idea why we charge $400.00. It started a few months ago
with some kind of rationale that I've forgotten.

Let's see....

(5,000 subscribers) x (5 days) = 25,000 "impressions"
($400.00) / (25,000 impressions) = 1.6 cents per impression

If we were to charge 10 cents per impression, that would come to $2,500 for
one week. Not that I'm opposed to that -- but I suspect it's a bit more than
the market will bear at this time.

And by the way, I agree with Cliff's comments regarding churn. I think our
list is pretty stable as lists go, but between un-subs and bounces, we still
lose about 1% a week (fortunately we gain more). But it's amazing how many
persist, as each Digest averages 22k.

Best Regards,
John Audette

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• Next in thread: Andrew Gray: "Re: ONLINE-ADS>> What do you charge for discussion list advertising?"

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