ONLINE-ADS>> NO - online adv

Ramon Ray (rayramon_at_nyfccs.com)
Thu, 3 Dec 1998 06:33:37 -0600 (CST)

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I don't know how many of you read the below article in
clickz..

In any case, I think Michael may be off by saying online adv
does not work, I think it is marginal. I've always been of
the thought that TV, RADIO, Print are the primary vehicles
for creating a brand, for advertising, etc - an ad in these
media can capture a complete block of space (60 second
commercial, full page ad, etc). Online adv usually competes
with so much other noise on one 17" at best screen.

As I said before, the WEB is best for leveraging direct mail
(email, and pushing the user to a WEB site) as the best form
of communication and collaboration, etc. Repository of
multi-media information.

But is Coke, Levi or these other multi billion dollar guys
really going to build a brand? Of course to a degree - the
advertisers on very niche sites like Motley Fool, iVillage,
etc have a chance as they have a predefined audience of
eyeballs - but others...I don't know.

--

Web Advertising Doesn't Work
Michael Fischler

To be still facing the question of how to make advertising
work after four years and billions of dollars might just
mean it's time to entertain a painful thought. It might be
time for the online ad industry to admit that the reason we
haven't figured out how to make web advertising work
is...because it doesn't. Time to realize that if people
don't click on banner ads -- and they don't -- they're of no
value to anyone. The old saying, "If a million people tell
you you're drunk, you better lie down," could very well be
the operative one here.



Full Story
http://www.searchz.com/Articles/1201981.shtml

=======================================
Ramon Ray - rayramon_at_nyfccs.com
Small business technology advocate, writer and consultant
Editor, Small Business Technology Report
++++++++++++++++++++++++++++++++++++++++
www.tiac.net/users/rayramon -
"Complete small business technology resources
for small biz owners, media and consultants"
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