NONE: RE: ONLINE-ADS>> Sales Commissions vs. Ads
RE: ONLINE-ADS>> Sales Commissions vs. Ads
Dr. Kenneth J. Henry (ken_at_trainingpros.com)
Wed, 24 Sep 1997 09:07:05 -0400
I have been quietly following the discussion pertaining to sales
commissions as a model for web advertising. It seems to me that
advertisers are treating web sites far differently than they would dare to
attempt to treat "traditional" media. For instance, advertisers would
never dare to offer to run a full page campaign in Time, Newsweek, or USA
Today based only on sales commission. They are looking for brand
recognition and to build potential customer awareness. Yet advertisers
expect web publishers to accept this form of advertising as "the new model"
for web based advertising while failing to recognize that if no one buys,
they still have received the benefits of traditional advertising media.
Perhaps they do realize this. Hmmmm.
I fear that many sites will cease to exist if this type of advertising
becomes the norm on the web. And many of these are quality sites, mine
included. We need to be able to have a predictable revenue stream in order
to pay overhead and meet other obligations. In addition, as we expand our
web sites, development costs must be recouped via some means. For those of
us who are content providers, there is really only one viable way--CPM
advertising. We have learned from experience that fee-based approaches
don't work well on the Web, so we have this one avenue to develop our
revenue.
I certainly hope advertisers take a look at this perspective, because I
think they are getting tremendous value for their CPM advertising
expenditures, and these revenues help us who are content providers maintain
and grow our sites.
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Dr. Kenneth J. Henry, President ken_at_trainingpros.com
Advanced Training Professionals
Free, World-Class Training http://www.trainingpros.com
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