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NONE: Re: ONLINE-ADS>> Overtargeting (Can an audience be /too/ specific?)
Re: ONLINE-ADS>> Overtargeting (Can an audience be /too/ specific?)
PBealle_at_aol.com
Wed, 18 Nov 1998 21:51:06 -0600 (CST)
SARAH LAUER WROTE:
>>> I've had ethical objections to my making the site
> 'gender-exclusive'; I'm not worried about justifying it from
> that angle. But what if advertisers have a similar take?: if
> they have in mind the 'business market', well that's not
> /exactly/ who I'll be able to give them. And maybe if they
> are targeting women, it will be with Miracle Bras or
> something and they'll want /all/ women. In other words, how
> many products/services are there geared specifically toward
> businesswomen? And does that question even matter?
>
> What do you think? If I can build traffic with this content,
> will advertisers be interested in the audience I can
> deliver?>>>>
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Sarah, you're doing exactly the right thing, and anyway, you
really have no choice.
It's exactly like the magazine business or the cable TV
business. You can either fail at trying to be Time or
Newsweek, or succeed at being Working Woman. You can either
fail at being NBC or CBS, or succeed at being The Golf
Channel. It's too late to out-search-engine the search
engines, so you should focus on doing a great job at locking
up your audience, a very desirable one by the way, and one
with much less competition for you than most. And women in
business are not just buying Miracle Bras, they're buying
copiers, legal services, software, not to mention more
clothes, cosmetics and services than other women. If you
have enough traffic, you should be pitching Intel,
Netgrocer, Onsale, Ford, Toyota, Avon, Microsoft, Egghead
and a hundred others. Survey your audience and find out
your male/female mix, how much they make, how many of them
have kids, what ages, what kind of hardware they have, what
they plan to buy, and offer them something for telling you.
And if they want to buy a Miracle Bra, that's also good to
know.
Preston Bealle
President
Online Retail Group
preston_at_cybertykes.com
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