NONE: Re: ONLINE-ADS>> How to SELL web advertising
Re: ONLINE-ADS>> How to SELL web advertising
Marlena Schwarz (marlena.schwarz_at_pop.ny.ddbn.com)
Thu, 19 Mar 1998 14:25:08 -0500
Michael Hess wrote:
> Here at WebRep, we believe the power of online advertising is based on the
> fact that "content" is the ultimate targeting mechanism, not some
> sophisticated banner-serving software (of which mayprograms are still
> incredibly unproven). Just as your print reps are
> "preaching" the value of your editorial content and the relationship
> between the magazine's editorial and readers, so too is the online pitch
> similar in that the rep should be stressing the unique benefits to
> advertising on a particular web site. The subject of "traffic" is
> important in the sales presentation process, yet not any more important
> than in the print world where a rep discusses the magazine's circulation
> story in about thirty seconds. Media sales of all types should be about
> the involvement between the content and the user...the web is no different
> as the sales process must focus on the relationship between the user and
> the publisher.
>
As a person who works on the agency side, I'd like to say that traffic and
measurement, not so much content, is EVERYTHING to many clients. If a rep
tells spends, as Michael says, "thirty seconds" on the topic of "circulation",
that rep won't get very far with us. Unfortunately for online media folks, the
same client who won't blink over spending millions on largely un-measurable TV
commercials will nitpick when it comes to online media. You must know your
audience, and know it WELL. I do agree with Michael's comment about
involvement, however -- if a site has very active message boards or other
community features, it shows that people are involved with the site.
~Marlena
Marlena Schwarz
marlena.schwarz_at_pop.ny.ddbn.com
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