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NONE: ONLINE ADS>> Cannibalizing print revenues
ONLINE ADS>> Cannibalizing print revenues
Kim M. Bayne, wolfBayne Communications (kimmik_at_wolfBayne.com)
Thu, 12 Jun 1997 09:15:14 -0600 (MDT)
The best promotion of online advertising I've seen is when the publisher
couples online with print. Computer and electronics trade magazines do this
best. They offer online ads as a bonus to print advertisers. The publisher's
Web site ad space is either given away free or discounted sharply for
certain print advertisers. Some publishers even use a discount table...that
is, if you buy a certain amount of space in the print pub, you get a certain
amount of space or credit in the online version. This way, advertisers can
try out Web advertising without as much risk and the publisher is justifying
the Web site as a spot for future advertising placements at full price.
The tech product buyers (electronical engineers, original equipment
manufacturers, value-added resellers, etc.) are online more frequently than
any other industry. In the high tech arena, it's critical to create
visibility online. Practically no one in this industry is without a
presence. But computer and electronics marketers are asking the same
questions as everyone else...is it worth my time and money to advertise
online? The trade publishers are trying to answer those questions with
user/subscriber studies that balance the evidence for BOTH print and online.
With the majority of their market online, when compared to other industries,
these publishers are VERY sensitive to the issue of cannibaling print revenues.
By the way, the HTMARCOM (High Tech Marketing Communications) list now
averages about three moderated posts a day. Last week's discussion topics
were 'Breaking into High Tech MarCom,' 'Customer Preference Vs. the Bottom
Line,' 'How the Internet changes corporate dynamics,' and 'Will there ever
be strictly Internet Marketing Service Providers?' Go to
http://www.reference.com/cgi-bin/pn/listarch?list=HTMARCOM_at_listserv.rmi.net
to check out the archives.
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Regards,
Kim
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Kim M. Bayne, president kimmik_at_wolfBayne.com
wolfBayne Communications http://www.wolfBayne.com
author, "The Internet Marketing Plan: a practical
handbook for creating, implementing and assessing
your online presence," New York: John Wiley, 1997
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