NONE: ONLINE-ADS>> New Topic: Auditing & New Web Site
ONLINE-ADS>> New Topic: Auditing & New Web Site
Sharon Tucci (publisher_at_allaboutmoney.com)
Fri, 16 May 1997 09:22:05 -0400
Without sounding overly naive, I have two sets of questions that I hope
someone can help me with.
My email-based publication is free of charge for subscribers. We have a
healthy advertising base after only 5 weekly issues (80% of ad space sold
through August!).
Question 1: I am starting to have media buyers approach me. One of the
things being requested is an audit to verify my subscriber base. For
security reasons (more paranoia after one hacker managed to cause some
problems our FIRST week!), my subscriber base is split up over 20 odd
different lists over 3 providers. How do I go about getting an audit done?
What are the expenses involved? (I presume we would be expected to pay)
Lastly, what if I refuse to media buyers? In our situation, I am quite
satisfied with our advertising revenues and am not so hungry right now for
more revenue. We're actually way ahead of forecasts.
Question 2: We are going to be putting up our web page soon. It will
consist of a web version of our weekly newsletter, archives of past issues,
directory listings by region and daily news updates. We are already in
contact with many potential advertisers about advertising - both for
banners and for directory listings. Directory listing is not a problem.
We are basing it on labor involved in setting it up plus a mark-up for
profit. Payment must be made before listing will be placed. Banners are
another story. We want to base our pricing on a combination of impressions
and click throughs. After spending a good deal of time trying to reseach
the subject, I've yet to come across specifics on current industry
standards with respect to payment. In our email newsletter, we require a
deposit up front, with a minimum balance required for advertisement to
continue. But since our web site is not even up yet, how can we set a
minimum deposit rate? (I don't want to go with billing after the fact as
I've heard from too many other people of the problems involved with
collecting.. especially if advertisers are in another country.)
Please feel free to contact me via email. Appreciate any advice!
Sharon Tucci
Publisher, All About Money
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