Re: ONLINE-ADS>> Who is deserving of a link?

Ray Taylor (taylor_at_bizbiz.com)
Tue, 07 Oct 1997 17:40:21 +0100

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> Kevin Leathers <kevin.leathers_at_obgyn.net> wrote:
<snip>
> My question is: how long will it take for companies/people to realize
> that there is a difference in creating a product message (a company
> web site) and positioning that message (advertising it on content rich
> network sites)?

Answer: about as long as it takes content rich network site owners to
realise that owning a prize pig is useless unless you take it to the
market with a price pinned to its ear.

I'm sure this doesn't apply to you Kevin, but I find it quite amazing
the number of site owners you can go to, ask "how much?" and "what do I
get for my (my client's) money?" and they can't give you a straight
answer. So it does not surprise me that so many people who have never
had anything to do with Web ads are happy not to have anything to do
with Web ads.

It is the job of the site owner, having created the content-rich site,
to then create the opportunity for clients to position their message,
and then to take that opportunity to market.

It is the job of the site owner to demonstrate the value of paying for
something that you can, apparently, get for free.

It is also the job of the site owner to demonstrate that for every
dollar spent on Web advertising, the client will get back five (or
more).

It is no good saying that people are stupid and don't understand
anything about the Internet. If you can't educate them, you will never
sell to them.

My question is: "Is it easier selling banner advertising to somebody who
knows all about it, or to somebody who is completely new to the
concept?"

Ray Taylor
New Media Communications, London
http://www.bizbiz.com
+44 181 639 0015

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