NONE: Re: ONLINE-ADS>> Web Publishing vs content creation
Re: ONLINE-ADS>> Web Publishing vs content creation
Sharon Tucci (CEO_at_ergodynamix.com)
Wed, 26 Nov 1997 02:52:57 -0500
>Let's take this subject a little bit further still and send a shiver down
>the back of some of the many website "publishers" out there looking for
>advertising revenue to support their sites.
I think that online publishers should see this as a challenge more than
anything else. And like any other challenges, there is always a solution
if you look hard enough at it.
As an online publisher (which relies exclusively on advertiser revenue
for existence), I've continued to work on ways to seek solutions to these
challenges. Here are two of the things that we do:
1. When we started publishing our email version of our first newsletter
in March of this year, we offered advertisers the option of paying only
per inquiry. We offer them free autoresponder documents or a web bridge
page to handle the tracking. (Note: since then, others have adopted
similar strategies in email publishing.)
2. When we introduced our web version of our newsletters, we offered
advertisers the option of including a banner OR a text ad. We make sure
each banner ad has an appropriate description so that even if graphics
are turned off, the visitor will get an an accurate idea of what the
ad is. Most advertisers are choosing to go with the text ad because
although banners LOOK nicer, text ads get seen by all visitors. Sure, they
don't look as pretty and they wouldn't work too well on third and fourth
generation web sites.
Personally, I feel that there *has* to be some deviation away from the
all of the focus on banner advertising. We're going to be introducing a
new (new to us, anyhow!) advertising model after the holidays... however,
so far potential advertisers are showing little response because they are
so caught up in banners being *the* way to advertise on the internet.
Perhaps institials are part of the solution... but I don't think that
most sites are in a position to make effective enough use of them. If
that is the direction advertising on the net does head, I am sure a lot
of smaller sites will be out of business quick.
BTW... I surf with my notification for cookies turned on and 50/50 will
have graphics on or not. I never cease to be amazed at the number of
cookies being used now... nor how many sites rely too heavily on graphics.
Cheers!
Sharon Tucci
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