NONE: Re: ONLINE-ADS>> selling ad space
Re: ONLINE-ADS>> selling ad space
Chris Bertchie (chrisb_at_townhall.com)
Wed, 1 Oct 1997 11:27:28 +0000
sandy fleischer <funkfish_at_hotmail.com> wrote:
> Do larger companies, who do have a budget for buying ad banner space
> have their own policies with respect to things like what they will pay,
> when they pay, what size banners they can supply, and what model they
> base payment on (clickthrough, impressions, etc.) - or is this stuff
> that my company will dictate?
>
As the publisher, you set the rate, payment terms, banner size,
deadlines, ad packages, etc. As a salesperson, you'll be negotiating
the rate, making exceptions to the deadlines, creating new packages
that fit the client's need... As a starting point, you'll need to
create a profile of your users, put a test package together, identify
your top prospects, and call them.
You might also try talking to other sites with similar users, who are
selling a similar group of prospects, see if you can put a
combination package together that might appeal to advertisers with
larger needs/budgets. One problem with this: If only one site
actively sells, the other gets a free ride. On the other hand, if by
working together you create a salable package, and without each other
you don't have a package that sells, then...
A note on banner size: If your banner size is oddball, nobody will
have a banner ready to go, and you've created an extra step and an
extra problem for yourself. 468x60 is by far the most popular, but
you can find the 8 IAB (Internet Advertising Bureau) ad banner sizes
(proposed or voluntary industry standards) at
< http://www.iab.net/advertise/adsource.html > (click on Ad
Standards).
Chris Bertchie, Advertising Director
TOWN HALL < http://www.townhall.com >
214 Massachusetts Avenue, N.E.
Washington, DC 20002
Phone: 202-608-6019 Fax: 202-544-7330 Email: chrisb_at_townhall.com
Online Media Kit: < http:///www.townhall.com/media_kit >
Seeking influence, affluence, age, and lifestyle?
Find your target at townhall.com!
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