Re: ONLINE ADS>> Creative Ads

Hairong Li (hairong_at_admedia.org)
Sun, 22 Jun 1997 23:33:42 -0400 (EDT)

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On Thu, 12 Jun 1997, Sarah Dirks wrote:

> I am editor of a webzine, Dental Bytes, which is targeted for a niche
> market, i.e. dentists.
> Dental Bytes webzine is suppported 100% by advertising...although it
> has been online for less than 1 year. I believe the quick return has
> to do with our strategy of not accepting banner ads...and by choosing
> to use a more interesting method of pointing to our advertisors'
> websites. Instead of banners, we do what we call a "third party promo".
> If you take a look at Dental Bytes, it's hard to figure out where the ads
> are ...yet 25% of the hyperlinks are ads.....

An issue in online publishing is that the traditional boundary of
editorial contents and commerical contents has blurred. The Wall Street
Journal published an article on this issue earlier. I wondered if
Sarah's method of pointing in editoral contents to advertisers' web sites
might affect readers' perception of the credibility of contents,
especially for medical contents. This is an issue one of our online
projects will be exploring soon. No doubt, this method of advertising is
more subtle and thus, is likely to be more effective than banner
advertising.

Hairong Li
Michigan State University
http://www.admedia.org/

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