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NONE: RE: ONLINE-ADS>> Web publishing vs content creation
RE: ONLINE-ADS>> Web publishing vs content creation
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Wed, 26 Nov 1997 11:01:49 -0800
Annastasia Webster wrote:
>I foresee that there will always be a place for the kind of ads you
>see on T.V. or hear on the radio, but that doesn't mean that place is
>on the web. I don't get on the web to find out what my local sporting
>good shop can offer me (unless they are offering me something special
>because I accessed them through their web page), I go there to buy
>directly from Nike; to get a level of service or better price not
>available by walking in my local store; to get a product I can't find
>locally. IMHO web commerce will only be successful when it can offer
>something that people can't just go to the local shop and get as
>easily, as cheaply and with the same level of customer service. It
>HAS to offer something more.
The reality is, no one goes to the Web to find out what the local
sporting shop is offering, but, like all other media, you're going to
get the ads that advertisers believe you, the audience, is interested
in. Back in the good ol' days of TV, no one wanted to see advertising
and sponsorships, but that is exactly what we got. This is not because
of some conspiracy cooked up by a corporate inner cabal (though some of
that went on AFTER the introduction of sponsor-supported TV), but
because, like was discovered with radio, SOMEONE had to pay for the
production and maintenance of all this content. Sure, we'd all love
some kind of libertarian altruism (is there such a thing?) motivating
the medium we engage, but that just ain't gonna happen. You use
Amazon.com as an example of the kind of online commerce you want to
engage. Well, I bought online media for Amazon for about 9 months, and
I can tell you, it was their ubiquitous presence through banner
advertising on the Web, and targeting intelligence, that allowed them to
grow to what they are today. Jeff Besos didn't start Amazon for any
other reason than to make money. All businesses have this as their
objective, and online is merely one more way to enable the marketing
process that accomplishes this goal.
[clink-clink] My two cents.
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
415-777-4645
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