Re: ONLINE-ADS>> Online/Offline PR Crossroads

Jane Klegarth (jane_at_bpbasecamp.com)
Fri, 23 Jan 1998 09:54:36 -0500

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Next message: Dana Blankenhorn: "Re: ONLINE-ADS>> $1,027...the price of"
• Archive Home Page
• Search
• Previous message: Michael Coates: "Re: ONLINE-ADS>> Online/Offline PR Crossroads"
• Maybe in reply to: Molly K. Parsley: "ONLINE-ADS>> Online/Offline PR Crossroads"
• Next in thread: Raymond, Doug, HMR/US: "Re: ONLINE-ADS>> Online/Offline PR Crossroads"

"Molly K. Parsley" <parsley_at_cybernautics.com> ...wrote

>So do you feel there will be a period of "harmony" between offline and
>>online PR or is each going to hold their ground? Or rather, what are
>>the benefits of both agencies working together and how can we avoid
>>stepping on each other's toes? I am really interested in knowing the
>>opinions of the Online-Ads List on this topic.

Molly

It only makes sense for the agencies to work together, each has it's own
area of expertise. At a time when advertising dollars are spread thin to
accomodate a variety of mediums, advertisers would certainly get a
bigger bang for their buck if their print and web campaigns played off
of each other. This type of cooperation should certainly produce a more
successful campaign. Print advertising should be sending folks to their
websites with the promise of more. I also think the client would feel
more secure in working with both agencies that have a willingness to
coordinate efforts to get the highest results for their client.

We found based on our first consumer survey (June 97) on BaseCamp that
54% of respondents were NOT subscribers to Backpacker magazine, we can
assume that we are reaching a similiar, yet unique base of prospective
consumers.

--
Jane Klegarth
Online Marketing Manager, Backpacker's BaseCamp
Visit us on the WWW & AOL
Backpacker's BaseCamp: http://www.bpbasecamp.com
Backpacker's GearFinder: http://www.gearfinder.com
AnyPlace Wild TV: http://www.pbs.org/anyplacewild
On AOL keyword: Backpacker
~~~~~~~~~~~~~~~~~~~~~~~
"We do the work, you take a hike"


----------------------------------------------------------------------
        This week's Online Advertising Discussion List sponsor:

                 Check out our AdTech: West coverage
               http://www.o-a.com/adtech-archive.html

                 brought to you in part by Match.com
                  http://www.match.com/advertising/

-----------------------------------------------------------------------
Online Advertising Discussion List      To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/                     to online-ads-request_at_o-a.com

• Next message: Dana Blankenhorn: "Re: ONLINE-ADS>> $1,027...the price of"
• Archive Home Page
• Search
• Previous message: Michael Coates: "Re: ONLINE-ADS>> Online/Offline PR Crossroads"
• Maybe in reply to: Molly K. Parsley: "ONLINE-ADS>> Online/Offline PR Crossroads"
• Next in thread: Raymond, Doug, HMR/US: "Re: ONLINE-ADS>> Online/Offline PR Crossroads"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.