Re: ONLINE-ADS>> AOL ad money DOWN

Bob Schmidt (schmidt_at_magicnet.net)
Wed, 12 Nov 1997 00:06:43 -0500

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Jill Ellsworth writes,

> advertisers are (apparently) catching
>on that they can simply go directly to the web and save money. AOL is
>getting rid of content willy nilly and it may be coming home to roost.

Ah, but one cannot make money simply by saving money on advertising and
savvy marketers know that the largest percentage of users across the board
comes from Vienna Va. and will test going directly to the source to see if
it pays off. Why wait for an AOL user to come to you when you can go to
them? Those for whom AOL users are also the largest single source of paying
customers are looking for more AOL users and will ponder what it is worth
to make an ad buy that is guaranteed to be 100% aol users versus a web by
with waste. Also to be tested is whether an AOL user is more inclined to
buy from an ad seen on AOL versus an ad seen on the web.

The savviest of all will look to those venues that have a foot in AOL and
the web, such as Digital City and (but not for long) Destination Florida,
among others.

Bob Schmidt
www.provider.com
Author of The Geek's Guide to Internet Business Success
The Definitive Business Blueprint for Internet Designers, Developers,
Programmers, Marketers, Consultants and Service Providers
http://provider.com/geeksguide/
ISBN 0-442-02557-2

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