Re: ONLINE-ADS>> Email sponsorship/advertising

Bob Bose (bobbose_at_sover.net)
Tue, 24 Feb 1998 12:26:18 -0600

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Greetings,

There have been numerous recent posts regarding the efficiency
of sponsoring email newsletters or ezines. As the publisher of an
investment newsletter, I do have a few comments from the
"front line" so to speak.

Our investment approach uses some of the same principles
as Warren Buffett. Stay with me, this is not an ad. My point is
that when someone searches on "Buffett" they could be looking
for information on Warren, and therefore investments, or
Jimmy, and therefore music. Now if we have a banner ad on
our site from an investment/financial type sponsor, in all
likelihood half the impressions, in this example, were wasted.

On our site we solicit subscriptions for the newsletter, so maybe
the visitor that was looking for information on Warren Buffett
signs up. What has just happened is that the demographic
has now tightened up considerably for the sponsor of the
newsletter that wants to reach investors. The likely result is
a much higher response for the advertiser (quantitative)
and a better qualitative lead. So, while I am obviously
biased, for a correctly targeted campaign, it works.

One other point re: pricing. We charge the same rate we would
fora banner ad, even though we think the advertiser is getting a
better deal. Why? Because it is still a harder sell. Simply put,
the agencies, etc... all have their banners, ready to go, and their
ad rotation software. They don't have six - eight lines of good
ASCII text lying around that they can just stick in an email and
send off to the publisher. So, I try to use the "you're getting a
better deal" argument as leverage to get them to put together
some copy. Doesn't always work, but I would have an even
tougher sale if I tried to charge a premium for the newsletter.
But, in a year or so, who knows.

Hope this helps.

Bob

--
Bob Bose
Green Mtn. Asset Mgt. Corp., 139 Bank Street, Burlington, VT 05401
FREE Investment Newsletter - http://www.stockresearch.com
FREE Trial Investor's Business Daily
http://www.stockresearch.com/ibdform.html
800 - 385- 2673 / 802 - 658 - 7806


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