Re: ONLINE-ADS>> Too few advertisers?

Brian Quinn (bquinn_at_crain.com)
Tue, 24 Mar 1998 10:49:00 -0500

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"How to deal with getting advertisers to commit to a new site.."

Kim,

This is tough in any medium, especially when you do not have an established
brand behind you. The best advice I can give is for you to try and create a
few truly compelling sponsorship opportunities that will give your
advertisers the feeling that they have bought a "future" in a valuable
franchise. These opportunities should be exclusive and get the sponsor
involved in the content in creative and interactive ways.

At AdAge.com, we have been somewhat successful in developing "co-branded"
partnerships with leading Internet media companies like MonsterBoard,
Money.com and Sportszone. While each deal has been structured differently,
they all share the attributes described above. Good luck!

Brian Quinn
Eastern Sales Manager
The Ad Age Group
212-210-0165

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