NONE: Re: ONLINE-ADS>> Ads and the Thin Blue Line
Re: ONLINE-ADS>> Ads and the Thin Blue Line
Michael J. Sexton (sexton_at_abacus.abacuswave.com)
Sun, 12 Oct 1997 11:37:08 -0400
Hi
I think the line differs for each advertizer. For example, I doubt a
"Christian" publisher would place an ad on Hustler Magazine's site. A
tobacco product retailer may, however.
I did a site for a "cigar of the month club." Our client felt that he
needed to place ads where he knew that men (his ultimate customers) would
see the ad. He also really did not care how he made his money so long as it
was legal and green (or could be exchanged for US greenbacks) Our solution
was a commission sales program aimed at sports sites and adult sites.
I knew I could make this suggestion to this client because I took a great
deal of time to learn about his attitudes towards these subjects. On the
other hand I would never suggest such a campaign to other clients even if
their target audience s male because I know their attitude towards such
material.
There are commercial reasons for avoiding adult sites or limiting payment to
commissions. During our campaign for cigars we found that we got fewer
sales from the adult sites then expected. We found that many people go to
adult sites looking for free images and are not in a mood to buy or spend
money. These guys are just looking for free pictures. If you are
considering a campaign on adult sites limit payments to commissions only or
a low click thru rate. These people may be getting up to 500,000 hits per
day, however, 499,900 of these people are looking for free stuff, not
something to buy.
Mike
At 04:52 PM 10/10/97 -0400, you wrote:
>
>We know no one wants to advertise on an XXX rated site, but some
>"mainstream" adult magazines have "mainstream" advertisers. Where is the
>line of differentation drawn? What other types of content could possibly
>repel advertisers? What's the line between cutting edge and over the edge?
>
****************************************************************************
Michael J. Sexton
E-mail: sexton_at_abacuswave.com Voice: 518-478-9401
32 King Court
Selkirk, NY 12158
http://www.abacuswave.com/sexton
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