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

Kevin Leathers (Kevin.Leathers_at_elecomm.com)
Tue, 28 Jan 1997 19:15:39 -0600

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: Robert Hoffer: "ONLINE-ADS>> Petry Rep Agreement"
• Previous message: Kevin Leathers: "Re: ONLINE-ADS>> guaranteed impressions"
• Maybe in reply to: Jean-Marc Holder: "ONLINE-ADS>> What do you charge for discussion list advertising?"

JM Holder wrote:

>Our feeling is that each impression should be worth 2 to 3 times a web
>hit
<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 disagree. We have been trying to formulate pricing for discussion list ads
and found the following negatives to asking for those types of premium rates:

1) The ad is at the bottom. Many people stop reading after seeing the
respondents signature.

2) If the group consists of 850 member and exchanges 50 messages a day the
cost would be 850 X 50 X .10 = $4,250./day or $127,500./month to reach 850
people. The reach is not enough (850 people) and the frequency is too high
(1,500 exposures per person per month) for those rates.

3) Email does not allow for graphic appeal nor is a direct link to a web
site as functional. Many people down load email to read later (ie: on a
plane) or simply log off if at home, which makes a link ineffective, where
as, a link from a web site almost always has a good chance of bringing the
visitor to your door.

As for the exact rate to charge, the jury is still out here, and I as well
could use some good advise.

Kevin Leathers

Kevin J. Leathers
Director, Advertising Sales & Marketing
OBGYN.net: A Service of Elecomm Internet Applications
(http://www.obgyn.net) kevin.leathers_at_obgyn.net
(http://www.elecomm.com) kevin.leathers_at_elecomm.com
3616 Far West Blvd., Suite 101-234 Austin, Texas 78731-3074 USA
1+(888) 451-2842 toll free USA
1+(512) 451-2842 outside USA

-------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:

ADSmart.net is the best way to buy or sell online advertising space.
ADSmart's TrueTargeting methodology accurately pinpoints target audiences,
matching campaigns to the most appropriate ad spaces on the Web.
http://www.adsmart.net
-------------------------------------------------------------------------

Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com

• Archive Home Page
• Search
• Next message: Robert Hoffer: "ONLINE-ADS>> Petry Rep Agreement"
• Previous message: Kevin Leathers: "Re: ONLINE-ADS>> guaranteed impressions"
• Maybe in reply to: Jean-Marc Holder: "ONLINE-ADS>> What do you charge for discussion list advertising?"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.