NONE: Re: ONLINE-ADS>> Ads and the Thin Blue Line
Re: ONLINE-ADS>> Ads and the Thin Blue Line
Chris Bertchie (chrisb_at_townhall.com)
Thu, 16 Oct 1997 14:54:21 +0000
Oliver Willis 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?
Couple of points:
1) Different approaches or editorial philosophies regarding
the same subject attract different kinds of attention from their
audiences - and when you are selling advertising of any kind, you are
not only selling the audience, but also their attention and frame of
mind when they stumble across the advertiser's ad. Some "frames of
mind" are salable, some are "repellent" (in more ways than one!).
2) Mainstream print advertisers have been approached and wooed
for YEARS by the adult publications' ad reps. Not all mainstream
advertisers are spending ad dollars on the Web as yet, and they
certainly haven't been wooed for years by ANY online reps.
3) Other content that appears to "repel" advertisers: Any content
that can be labelled "controversial": ideology, religion,
conservative or liberal politics, virtually anything that might
offend the personal sensibilities of the media buyer (yes, it does
happen, but yes, some media buyers can and DO separate the personal
and professional assessment of a site). Basically, anything that
adds up to a reason to say "No" when 632 other sites are knocking on
the door.
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 >
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
The Internet Advertising Report provides daily columns on every aspect
of Web advertising and marketing. It is updated daily and available in
a weekly newsletter. Subscribe at: http://www.internetnews.com/IAR
--------
NO RISK TRIAL OFFER: Buy 100,000 impressions on Hotmail targeted to
your demographic. If you aren't throughly impressed after 2 weeks, we'll
credit your next buy. Details at http://www.hotmail.com/offer.html
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
