RE: ONLINE-ADS>> WEB-AD'98 COVERAGE: 3/17/98 - Yoder Sings New

Kathy E. Gill (kathy.gill_at_boeing.com)
Thu, 19 Mar 1998 16:47:05 -0800

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Thanks to all of your for your responses to my question. It's been a
long time since my advertising class in J-school <smile> ...

I still get a little miffed at the expectations being placed on this
medium RE advertising ... that seem to be ignored or accepted in "more
established" media. Which was the "itch" than launched the question.

Think about a specialty magazine -- what is the ratio of ads to
editorial? Used to be 1/3-2/3 ... now it often feels like the reverse.
But for any "page" on the web -- there is usually (not always) only one
banner ad or one sponsor link. Compare that to a newspaper page (ha!),
even though I know there is more than one-story per page.

Then think of the free weeklies ... and extrapolate to how many
advertisers an online-zine would need to achieve the same kind of $,
even if the ads brought in the same amount of revenue per ad (which they
don't, in general). Makes the subscription model more and more
attractive for content owners, doesn't it?

Thanks again,
Kathy

========================
Kathy E. Gill
http://www.dotparagon.com/aboutgill.html

"You must be the change you wish to see in the world." -- Ghandi

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