NONE: Re: ONLINE-ADS>> Online media kits
Re: ONLINE-ADS>> Online media kits
Chris Bertchie (chrisb_at_townhall.com)
Thu, 24 Jul 1997 16:34:17 +0000
On July 22, John Schick wrote:
> You guys are toast! <snip> 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.
>
Maybe I am toast, John. Hopefully, buttered toast. I actually
think that if anything kills Web advertising, it will be a lack of
sales ability or sales effort (including competent account
service and contract fulfillment). The passive sales approach
doesn't work for many enterprises, online or otherwise. How many
sites have already given up on the "advertising revenue supported
model", because, for some odd reason, ad buyers didn't just _flock_
to their door, even though they have a wonderful product, good
pricing, and responsive users/readers?!
As a buyer of advertising, yes, I'd like to review information first.
But in the highly competitive environment of web ad sales, with so
many pricing variables and constant evolution, I've always got to
talk to the rep anyway - frankly, if they called ME, having done
their homework by looking over my site, preparing some questions, and
suggested an individualized approach to using their site, I'd
appreciate it.
As a seller of advertising, the point isn't "qualify them or give
them nothing" - it is "capture the contact info, define their
objectives, and see if there isn't some way to make their need and my
product meet." Not to mention, "keep track of the number of
inquiries, to help plan sales staff expansion, promotional budgets,
etc."
I'm listed with Focalink, and will soon be listed in the SRDS
Interactive (really, Kenneth at SRDS, I *will*!). I'm not trying to
avoid giving information out. I am simply trying to capture as many
opportunities as possible to work with buyers. For example, at Town
Hall, I'm not selling quantity, I'm selling quality... and without
conversation, it's too easy for someone to say, "No, we only want
sites with 3,000,000 monthly impressions.", even though a buy on Town
Hall (or whatever) would be a perfect fit.
Chris Bertchie,Advertising Director
TOWN HALL (townhall.com)
214 Massachusetts Avenue, N.E.
Washington, DC 20002
Phone: 202-608-6019 Fax: 202-544-7330
Email: chrisb_at_townhall.com
The democratic process gets wired at townhall.com!
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