re: ONLINE-ADS>> $3K Minimum Buy Does Not Compute

Peryer, Larry (lperyer_at_doubleclick.net)
Wed, 25 Feb 1998 12:30:28 -0500

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I find Eric's comments interesting on several levels:

1. Many publisher sites or agencies set a minimum as a way to qualify
clients. There is much truth to the maxim that says the smallest clients
are the biggest burden. If a client cannot pay a $3000 minimum, will
they ever be profitable to you after you do the selling, educating and
other handholding?

2. Conversely, I believe that publishers who share Eric's attitude are
in for some real short-term gain as more and more local markets open up
for advertisers online and the technology evolves for targeted
placements. There are so many advertisers dying to spend around $1000
online. How will the Sidewalks and Citysearch's serve these people? How
do they now?

3. Take a good look at Link Exchange and the minimums they charge.
Clearly they are a different beast - and automated buying, selling and
placements will pay a large part in any "cut-rate" advertising - but my
point is they are selling a lot of ads.

4. I am *still* a populist at heart. Anyone reading this who is familiar
with me from dealings, other lists or writings, know that I truly
believe in the power of the little guy. A smart and savvy (and well
capitalized?) team can still make a big splash on the net. But they all
need to get started somewhere. Eric's exactly right - if it fits your
model and you can handle the work, don't turn those clients away.

Larry

Lawrence Peryer, Jr.
Account Relations Consultant
DoubleClick Direct
212.655.7511 x2511
lperyer_at_doubleclick.net

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• Next in thread: Leo Sheiner: "Re: ONLINE-ADS>> $3K Minimum Buy Does Not Compute"

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