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NONE: re: ONLINE ADS>> Cannibalizing print revenues
re: ONLINE ADS>> Cannibalizing print revenues
fulton.mn_at_pg.com
11 Jun 97 08:33:00 -0400
This idea made sense to me, but I haven't heard anyone talk about it. If I
was a magazine, I would offer a package deal to my buyers and let them
decide what they want to do. For example, if I am selling ads at 30 CTM in
my magazine and I was thinking about selling ads for 20 CTM on my web site,
I would offer a five dollar discount on both if you bought both at the same
time (25 CTM for mag and 15 CTM for Web).
For those that question the value of doing both, I would say a couple of
things. One, why would someone put an insert into a Sunday paper at the
same time they have an ad on page 2? Branding, reinforcement, and the
possibility someone new might see one or the other. Secondly, if I was a
company who was advertising and the CTM is comparable, who would I rather
have as my target audience, john doe who can take 35 cents to the newsstand
and pick up a paper to read or maybe even put it on their head as an
umbrella, or jane computeruser, who had to spend $2000 dollars on a
computer and 20/mo on access and who is much more likely to have a whole
lot of disposable income with which to buy my things.
Not all advertising is about selling a specific item or attracting you to a
specific web page. The value of branding and image that has been brought
up in the discussion around the CK T-shirt will continue to be important,
probably even more so in the future.
Just my $0.02
Michael Fulton
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