re: ONLINE-ADS>> Mailing list pricing

Jean-Marc Holder (trini_at_idnet.fr)
Thu, 23 Jan 97 11:33:50 +0100

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John Audette wrote:
>I moderate the Internet-Sales Discussion List which publishes the daily
<-snip->
>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.

I am really interested in the pricing issue right now - I suspect
that there are three factors affecting price of mailing list
ads/sponsors:
* List targeting
* Number of rotations
* Size of list

Targeting - My feeling is that your advertisers fall into a market
segment where ad spends stay pretty modest. If the target were in a
more mature market the market might bear more?

Rotation - There are two types of advertizers, brand and message. For =
message advertisers, there is little need to stay on the list a long =
time since once everyone has seen the message the job is =
accomplished. Repeating the ad on a weekly / monthly basis makes =
sense to catch the churners. Would price stay the same if sponsoship =
period went down?

Size of list: Operating websites out of Europe where internet =
penetration is low, I have often had the problem that advertisers =
find the number of people they can reach is small relative to other =
media. For them the trouble of managing the campaign on our media =
was not worth the bother to reach a tiny target when compared to =
traditional media.

Regards,

J-M Holder
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