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NONE: ONLINE-ADS>> $3K Minimum Buy Does Not Compute
ONLINE-ADS>> $3K Minimum Buy Does Not Compute
Electric Editions (editions_at_worldnet.att.net)
Tue, 24 Feb 1998 20:07:21 -0500
Recently I've seen a number of references to $3,000 minimums for online ad
buys, implying that online publishers of any significance won't consider
less. Now that I've finally stopped laughing, I can offer a rebuttal.
The largest service my company produces (GoSki) generates over a million
pageviews each week, which at least puts us on the radar screen. We sell an
upscale demographic (skiers and snowboarders) and look for relationships,
not just "buys." That is, we want to work with advertisers over the long
haul, because it pays to do business that way.
So I'm not likely to turn away the big corporation that wants to conduct a
$2K test, or the small company that needs good exposure for under $1,000.
Some of both will turn into big customers, and we both will benefit. Of
course, the low budget solution may not even include banners, but with all
the room for creativity this medium provides, that's no reason to turn away
business. It's an investment, and a profitable one in my experience so far.
A related issue is that of continuous presence. I'm convinced that there is
tremendous value to advertisers in having a long-term, full-time presence
in quality content services. I think that's the best definition of a
'sponsorship,' and it involves much more than just buying banners. It
requires thinking beyond yesterday's impression report and click rate, and
focusing instead on the process of consideration, association and adoption.
In this medium, it's the biggest potential win for the advertiser, the
user and the publisher.
Eric Kallgren
Electric Editions
GoSki ==> http://www.goski.com
Over 2,000 mountain resorts in 30 countries
Thousands of reviews & recommendations
Excite "must see"/Lycos Top 5%/POV 100 Site
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