Re: ONLINE-ADS>> Online Media Kits

David Morrison (davidm_at_www.gorp.com)
Thu, 24 Jul 1997 12:08:31 -0400

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John Schick <jschick_at_netgambit.com> wrote:

>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.

John,

Please note that the SRDS has an Interactive edition as a rate source
for interactive media planners and buyers. This functions in the same
way as the directories for print, tv and radio. When applying the use
of the SRDS in traditional media, the next step for the media planner is
to call and request a media kit or more information. At that the point
of the phone call there is an information exchange between the
advertising buyer and the seller of space or time which moves the
process along.

In a competitive business arena such as media and advertising, this has
helped to keep more sensitive information (a.k.a. research and support
data) from competitors. Your e-mail post states that a web site should
bare all to the world for the convenience of saving you the time of
making a phone call and requesting a media kit.

The web is a powerful marketing tool that is profoundly effecting
advertising and media. However, the selling process remains basically
the same -- how one site measures up and delivers versus another. You
will not take away the human element in this sales process. Sorry.

--Dave Morrison

--
************************************************************
GORP - Great Outdoor Recreation Pages    http://www.gorp.com
David Morrison  |  Sales Director        Phone: 800.784.9325
234 Berkeley Place | Suite 200                  718.638.9310
Brooklyn, NY 11217                         Fax: 718.857.3026
e-mail: dmorrison_at_gorp.com
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