NONE: ONLINE-ADS>> PETRY INTERACTIVE RESPONSE
ONLINE-ADS>> PETRY INTERACTIVE RESPONSE
scott cohen (scottcohen_at_aol.com)
Fri, 31 Jan 1997 16:33:48 -0500
RESPONSE FROM PETRY INTERACTIVE, YOU SPOKE AND WE LISTENED
Over the past week, we have received comments and suggestions regarding
the PETRY Network contract and our strategy. Thank you for your input.
The purpose of this posting is to share some of the changes we have
decided to implement and provide answers to many of the questions
regarding our company and its strategy.
WHO WE ARE: PETRY Interactive is a division of PETRY Media, the largest
TV rep company in the US. We believe that our experience and
relationships with major advertisers and agencies in broadcast
television sales will provide access to ad dollars that most individual
sites and competing firms do not have. Within the last 60 days, we
purchased a company called AD-NETWORK, whose principals enthusiastically
agreed to work with us in building the PETRY Network. In addition, we
did a deal with IMGIS Inc. (http://www.imgis.com); Imgis will deliver
its AdForce technology and capabilities to PETRY Interactive's growing
network of web site affiliates.
CHANGES TO STANDARD CONTRACT
EXCLUSIVITY: We believe that PETRY Interactive offers a great
opportunity for sites to secure advertising revenue by participation in
the PETRY Network. At the same time, we understand that many sites
currently belong to other networks or use rep companies to sell
advertising on their sites. Even if they are not pleased with current
service, percent sell-out, or pricing, sites may hesitate to join our
new network exclusively. WE ARE PLEASED TO ANNOUNCE THAT WE NO LONGER
DEMAND EXCLUSIVITY FROM SITES WANTING TO JOIN OUR NETWORK! This
non-exclusivity will allow sites to sell their own inventory, use other
rep companies and even be part of other networks. We believe that we
will be able to PROVE our performance, and that in short order, our
sites will WANT to have PETRY Network represent them exclusively.
PETRY PRIME-TIME: In addition, we offer sites wanting individual
representation the opportunity to continue to have us represent them on
an exclusive basis. The sites that are most interested in this have
been popular sites on the internet and brand name sites, both types that
have a Unique Selling Proposition to offer advertisers, and can take
advantage of the PETRY Prime-Time Program.
CANCELATION: The other major change is our standard network contact
term permits sites to cancel the contract with a 120 day notce.
CONTRACT POSTED ON WEB SITE: You will find that our standard contract
will be posted on our site (http://www.petrynetwork.com) and available
to review early next week. We have added additional contact information
(telephone number and e-mail address).
NOW LET=EDS SPEAK ABOUT OUR NETWORK PRICING MODEL AND OUR STRATEGY. Our
network will offer advertisers many different opportunities to use the
internet to communicate with (potential) customers. The prime tier of
the pricing is for advertisers who wish to advertise on a specific site
or group of sites. The pricing of this PrimeTime tier will be
negotiated based on a CPM rate card prepared by and submitted by the
site and/or our Vice President of Sales. Obviously, pricing will be
higher when the market is tight, and more flexible when there is more
inventory available. The next tier will be to offer advertisers an
opportunity to buy a niche network or affinity group. Examples of some
of our niche networks are sports, news and entertainment. Another way we
can offer to segment our sites is via geographic content (TV, radio or
newspapers with local news in several cities or states). The
opportunity exists for an advertiser to target certain attributes such
as operating system, domain, browser, etc.) The CPM pricing on these
niche networks will be based on a specific negotiations with advertisers
and available inventory. The next tier offered to advertisers is "run
of network" which provides the opportunity to use the network as a broad
reach vehicle. In all CPM advertising campaigns, each site will get a
proportionate share of the revenue based on the percentage of page views
which their site delivers.
Finally, if there is still more inventory available, we will offer this
inventory to advertisers on a direct response, per inquiry or
transactional pricing model. Each participating site will have the
opportunity to earn revenue through meeting the advertisers=ED criteria
(generating a click, a lead, a sale).
THERE WILL BE NO FREE PROMOTIONAL ADVERTISING OR BARTER. Once a site
signs up, obtains the PETRY Tag, and is validated, we will serve a
default advertising banner. Sites will be notified of new advertising
and have the opportunity to decline new advertisers.
I hope that this posting answers your questions and concerns, and sets
the record straight on our company, our network contract, and our
strategy. I am proud to be working at PETRY, and hope that you will
allow us to further demonstrate our responsiveness and performance
opportunities for sites on the PETRY Network.
Good luck to all, and thank you for your comments and continued input.
Feel free to contact me with any questions regarding the PETRY Network
at scottcohen_at_aol.com or call 212.603-5079. You may also visit our web
site at http://www.petrynetwork.com.
CONTINUE SPEAKING AND WE=EDLL CONTINUE TO LISTEN
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