NONE: Re: ONLINE-ADS>> Zapata is nuts...
Re: ONLINE-ADS>> Zapata is nuts...
Bob Hanna (bhanna_at_burstmedia.com)
Fri, 17 Jul 1998 12:54:29 -0500 (CDT)
Richard wrote....
>
> Well, I'd love to see these budgets you seem to be privy
> to. I would be very surprised to find promotional costs
> that are greater than content production costs. The things
> I include under content production are not just writing
> copy or making graphics, but such things as interface
> design, back-end programming, server administration,
> bandwidth costs and traffic analysis - all things
> necessary to publish successfully online.
>
You can see them. Get hold of their 10-Ks and 10-Qs. The
information there, while it tends to be "dry" and "boring", often
puts a whole different spin on the puffery you read in their press
releases. That you include your "manufacturing expenses" in the cost
of content is interesting but probably incorrect. You would incur
most of these expenses whether you have expensive or inexpensive
content. My "pre-internet" background is in magazines and I can tell
you it is not uncommon for even the biggest and best-known
publications to spend more on maintaining their rate base than they
spend on their content. Odd, maybe...but not uncommon. So, is
Zapata nuts? Who knows. But I don't think ANYONE can make blanket
statements about anything in this industry.
------------------------------------------------------------
Bob Hanna
BURST! Media
800-876-4352 ext. 611
"Representing the vital interests of web publishers"
------------------------------------------------------------
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