ONLINE-ADS>> Networks

Mark Montgomery (markm_at_virtualfranchise.com)
Wed, 28 May 1997 06:17:59 -0700 (MST)

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I strongly urge those engaged in professional advertising on the
Web to resist at all costs the tempting urge to become too focused
on ad sizes, number of total impressions for an ad or a network,
bartering, a hot new technology, or any other single topic.

While a few advertisers are now reporting positive results, the
industry as a whole and all of the revenue models combined are not
yet sufficiently evolved to support content. Even Yahoo would be
showing significant losses if it were not for the cash flow
derived from the IPO investments.

Until such time that content can be supported economically with
relatively happy advertisers and users, it is too early in the
game to become entrenched.

One of the wonderful aspects of the Web & Net for those of us who
have been around a while is that it has no institutional limits on
creativity. Please don't rush in that direction too fast,
especially considering the results to date.

As for networks, the only network I would even consider for all but
the handful of Global brand awareness campaigns would be very
highly targeted. Having made many a media buy for all sizes of
organizations with better results than most, I can offer that
the most untapped value currently on the Web is the lack of
good, solid, niche placement in a close, but ethical relationship
between content provider and advertiser/seller.

Niche models should be the first to become profitable. Costs are
lower, value to vendors is higher. We appear to be far too dependent
on technology cures and not nearly as focused as we should be on
good old fashion human judgment, hard work, organization, and
ingenuity.

If anyone is working on this challenge, we would like to communicate
with them.

Mark Montgomery
Founder
GWIN- Global Web Interactive Network
http://www.virtualfranchise.com
http://www.shop97.com
markm_at_virtualfranchise.com

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