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NONE: Re: ONLINE ADS>> WebSite Media Kit
Re: ONLINE ADS>> WebSite Media Kit
John Schick (jschick_at_netgambit.com)
Tue, 10 Jun 1997 13:32:14 -0500
> 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.
The search engines and many other Top 100 sites produce pretty good
quality online media kits - that is, all the basics are there. But with
many of them, you have to e-mail or phone to request it - so it's not
truly online. This defeats the purpose of using the Web for what it
should be good at - up-to-the-minute information which addresses your
immediate needs. It makes you wonder what's the big secret about some
simple ad rates.
The fat media kits I've received in the mail for my research and
publication of Web ad rates largely pay lip service to the Web buys
covered in the online kits, although they look nice. When they do
include a section for online, the information simply isn't TIMELY enough
or detailed enough to accomplish a sales objective. Online rates and
offerings simply change too frequently.
A good example of an online media kit that accomplishes a sales
objective, which is what you want, can be found at: "Advertising on the
World Wide Web With Mercury Center",
http://www.sjmercury.com/help/advertise.htm. It covers everything
from how to understand web traffic figures to a sales pitch for online
versus print. If your rate structure is straightforward, this type of
online media kit can be ideal. You can still find ways to get their
contact information to follow-up with a proactive sales effort. Why
allow potential advertisers to leave your site, which is your best sales
tool, in order to find out such basic information? Even if most of the
business is transacted through a network/broker, where they will have
you listed in their online media kit, you can "pre-sell" the advertiser
at your site.
Regards,
John Schick
http://www.adresource.com - AdResource - Over 500 Web Advertising,
Marketing & Promotion Resources with "Nano-Reviews" and Web Ad Articles
http://www.positionagent.com - PositionAgent - Monitor Where Your Web
Site Ranks On 12 Top Search Engines For Selected Keywords And Improve
Your Listings
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