NONE: Re: ONLINE-ADS>> The math just doesn't work...Or does it?
Re: ONLINE-ADS>> The math just doesn't work...Or does it?
cornishproductions (cornish_at_snet.net)
Wed, 27 May 1998 15:39:33 -0400
It is my opinion that just banners ads will never really cut it for
small sites. My site, Design Architecture is targeted on architects and
designers. I do have some banner advertising and charge a healthy cpm.
Out click through rates hover between 3-5% with some ads doing better
than 9%. In reading this list it seems that 1-2% is a good rate. Yet at
these levels, the revenue generated does not and probably will not ever
support the creation of original content. What is going to pay the rent
is sponsored content. This model is more like creating documentaries.
First you have to find a patron/sponsor who believes in your content and
what you are doing. They will pay a far larger amount of money to create
and post the content then they would ever pay if they just bought banner
advertising. Just look at what PBS does. PBS get tiny ratings. Even
their best shows do not do well in a traditional media world. Yet,
because their sponsors believe in the content, they can get very large
production budgets to creat quality programming. The scam about PBS is
that the producers get rich, because they are hired by a non-profit to
create programming. The corporate parent does not get rich.
As I have experienced the web, it seems to me that this model will work
better for most small to midsized websites.
Dan Cornish
http://www.designarchitecture.com
http://www.cornishproductions.com
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