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Mark Dolley (mark_at_zapworks.com)
Sun, 2 Mar 97 13:15:21 -0000
From: Scottcohen_at_aol.com
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Mon, 3 Mar 1997 09:37:48 -0500 (EST)
Date: Mon, 3 Mar 1997 09:37:48 -0500 (EST)
Message-ID: <970303093746_752838434_at_emout07.mail.aol.com>
To: jwaltz_at_dmn.com (jimwaltz), owner-online-ads_at_o-a.com, online-ads_at_o-a.com
Subject: Petry's Internet Ad Network Sales - Unsold Inventory
Thanks for your response. The advantage of being a media company is the
access to advertisers and agencies. I think this is a big advantage to
getting involved with advertisers early in the buying process. Petry Media
currently does business in over 50 offices via Petry Television, Blair
Television and Fox Sales and Marketing.
With regard to various pricing models, no one wants to bastardize the
medium, but does it make sense to have average sellouts of below 50%. There
is a lot talk about high CPM deals and limited inventory, but it appears that
there is a hell of a lot of inventory available. I don't have all the
answers to interactive marketing, but the models based on barter do not make
sense to me. I have not seen a situation on TV or radio stations that when
they break for a commercial, you get to see :30 seconds of dead air as a
result of the sales organization could not sell the spot, and I also do not
see NBC bartering with ABC a commercial because they could not get rate card.
We think the opportunity to provide sites potential ad revenue for
advertisers based on performance will be good for our members and online
advertising in general. If Mr. Waltz can maintain a 100% sellout, 4%
clickthroughs and all CPM deals, I commend him on his accomplishments, but I
am afraid this is not the situation for most internet sites. We look forward
to experimenting with various types of hybrid pricing methods, and will share
our results with the marketplace. Comments and input are appreciated.
Scott Cohen
VP-Business Development
Petry Interactive
212/603-5079
scottcohen_at_aol.com
http://www.petrynetwork.com
In a message dated 97-02-28 21:36:11 EST, you write:
>
> Scott is right, to an extent. I don't know of any other network with as
> many buyer options as this. But first, what does being a major media
> company have to do with anything? Does that mean that Petry is bringing
> their extensive -real-world- experience to the web, and the rest of us
> should bow in respect? Or are they bringing outdated real-world paradigms
> to a new, fast-paced marketplace?
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