NONE: Re: ONLINE-ADS>> What do you charge for discussion list advertising?
Re: ONLINE-ADS>> What do you charge for discussion list advertising?
Andrew Gray (webmaster_at_ispinfocenter.com)
Wed, 22 Jan 1997 18:33:54 -0800
>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.
>Our feeling is that each impression should be worth 2 to 3 times a web
>hit for two reasons:
>1) People specifically sign up for a list implying interest in receiving
>regular information about the subject
Same for websites - people only go back if they're still interested.
Furthermore, most web pages I visit are more specific than the range of
topics on the lists to which I belong -- I only click on the links that
interest me, while I probably trash 80% of the messages from mailing lists
based on the subject line alone. If I am typical in this, then banner ads
loading before the information on a webpage are seen 5 times as often as
ads in email messages.
>2) People hate getting junk mail and probably unsubscribe if they get
>tired of getting the information we send them.
Even more so for websites -- if you didn't get useful info (or you lose the
URL) you won't undertake the effort to return. With mailing lists the
reverse is true -- unsubscribing takes an effort, so you may have many
subscribers who find it easier to push the delete key 5 times a week than
track down the unsubscribe instructions. Never underestimate the power of
sloth :(
> Based on this model ads on our mailing list will be priced starting at 10
cents per impression.
10 cents per impression is a CPM of $100 -- about the price of a 4-color,
full-page ad in a special-interest magazine. If the mailing list had an
on-topic, top-of-screen, clickable color banner and was sent to industry
professionals once per month, then I could see charging that rate. But
you're more likely distributing a text blurb with URL to the same consumers
several times per week. IMHO for those conditions 10 cents is at least 10x
too high, and maybe even 100x.
Andrew Gray
webmaster_at_ispinfocenter.com
The ISP Infocenter provides services and tools for ISPs and Website
Managers at http://www.ispinfocenter.com
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