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NONE: Re: ONLINE-ADS>> Online media kits
Re: ONLINE-ADS>> Online media kits
markm_at_virtualfranchise.com
Wed, 23 Jul 1997 15:13:51 -0700 (MST)
>Chris,
>
>You guys are toast! Nothing personal, but I'm pretty involved with
>online media kits and rate cards, and the customer shouldn't have to
>qualify themselves, the advertising site should. Maybe we've been
>spoiled over the years with SRDS rates. We called a potential
>advertising site AFTER we viewed the basics of your media kit in one of
>the SRDS books. Now we have Focalink too. The customer is always right,
>and they know that you should have nothing to hide. And it's not rocket
>science. If a POTENTIAL advertiser wants to advertise on your site, the
>best way to convert them to a paying advertiser is to provide them with
>comprehensive rate card/media kit detail online. That's what the Web is
>all about! BTW - I've noticed a significant trend among top websites
>towards this "qualify the customer or he gets nothing" mentality, and if
>anything kills Web advertising, it will be this.
Well, hold on a sec. Full disclosure is a minimum to any pro,
but qualifying an advertiser is just good business, especially for
niche sites. Further, if anything kills Web advertising, it will be the
lack of results, which will be accompanied by the lack of knowledge
of the specific market combined with a lack of understanding the
objectives of all three participants: user/buyer/consumer, seller/
advertiser/sponsor, and publisher/distributer/investor.
For instance, in our own concept Virtual Franchise, we have
yet to accept advertising. Not because we don't need the cash, but
because we are in it for the long haul. When we do, rest assured it
will be in a manner that is acceptable to our members, our advertisers,
and us, the owners. For instance, with our demographics, we have a
better chance at selling 10 million of one product than 10, if it's
well matched. Not likely we will work on an impression basis, nor
is it likely that we will risk our relationship with our members by
putting something in front of them that will waste their time.
Most Web sites have multiple "customers" that must be kept in balance.
When they are in working in tandum and it's a good match, they have all
pre-qualified each other to some degree, just like any business
relationship that works well.
The Web content business is missing many elements necessary for a
viable, self sustaining, industry. While those elements evolve, good
matches are out there for those who work at it, but it's pretty
clear that using methods from the pre-Web days won't cut it for the
long term, except of course business fundamentals.
Mark Montgomery
Founder
Global Web Interactive Network (GWIN)
http://www.virtualfranchise.com
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