Re: ONLINE-ADS> ad rates

Pamela Jacques (pajacques_at_earthlink.net)
Thu, 20 Nov 1997 12:41:57 -0700

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This is an on-going problem for all types of advertising sales - print,
radio, and TV. I sold print advertising space for four years in high tech
trade publications, one of which was a start up publication. We used a
common program in the business, a New Advertisers Special rate which was a
percentage off rate card for first three issues to increase number of
pages. It was a tremendous challenge to get them to rate card once we
offered something else. There will always be a reason not to go to rate
card. No matter how explicit you are about limited time offers, the
perception is you are willing to negotiate. By the way, that publication
went out of business after three years.

You need to offer a program that limits their risk of buying an unknown.
Another option is to offer some type of guarantee. Number of impressions,
type of audience (if that's possible), etc. If they are truly happy with
their results and you are providing the audience they want, they won't want
their money back and they'll continue to advertise.

Pamela

Pamela Jacques
Independent Marketing
150 N. Santa Anita Ave., Suite 300
Arcadia, California 91006
626-821-1885
626-821-1889 fax
pajacques_at_earthlink.net

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