Re: ONLINE ADS>> WebSite Media Kit

R.O.B. Bethge (rob_at_bethge.com)
Tue, 10 Jun 1997 00:19:10 -0500

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Mike (et al)-

I suppose it depends on who your primary audiance is for the buy. I buy
$1/2-million a month, and I don't think I've ever gotten a media kit. (I
lie, Yahoo! sent me one with a T shirt...but they are Yahoo! afterall)

Old school media buyers need media kits, because they need media kits. The
web savvy buyer doens't. And a web based "kit" which gives the basics: rate
card, demo, and volume is all they need. I expect that you'll probaly get
most of you ad space filled by brokers (WebConnect, FocalLink, maybe Double
Click) and not off-the-street-people with a few banners they need to get
out. For that reason, I'd say...pass on the printed media kit. Get it
webbed up! OK, have the files in Word so you can fax it out, but tha's all
you'll need for a while. Printed kits cost money.

What will keep your advertisers (Vendors of mine about to lose my business
pay attention) are:
a) prices
b) performance (and performance to price ratio)
c) tracking (it doesn't matter what the click through rate is
if I can't figure it out on your reports)
d) quality of clickover (do they actually buy, or just look)
e) Quality of Service (do you call me back? provide me with updates?
and check to make sure you typed my URL correctly when
you created the insertion?..what a waste of 300,000 imps)

Robert Bethge
Venture Forward
rob_at_venture-forward.com

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