NONE: Re: ONLINE-ADS>> Industry Duck and Cover?
Re: ONLINE-ADS>> Industry Duck and Cover?
Mark Surfas (Mark_at_criticalmass.com)
Thu, 1 Oct 1998 11:15:27 -0500 (CDT)
At 11:36 AM 9/29/98 -0500, Andy Bourland wrote:
>So could you explain to me why I or any Site Publisher should
>carry the risk and expense so that Ginsu can sell more knives?
Oooo! This begs to be answered! IMHO, the only time that
you should carry the risk and the expense is when you can't
find enough *real* advertisers or advertisers that will pay
a reasonable amount. According to Ted Turners biography
this is *exactly* how WTBS stayed afloat in the early days
while he tried to find advertisers interested in a
nationally broadcast uhf station.
WTBS sold *and fulfilled* ginsu knives and various other
shiznit.
This is what I am doing with a portion of my advertising. X
won't pay a decent cpm, but I believe his/her product is
right for my market? Go to the distributor, get them to
front some inventory and sell them yourself. It's radical
and a pain in the ass compared to simply banner ads... but
so far it's working for us... and it's forcing us into
e-commerce in a huge way.
One potential problem here for the manufacturer is that they
are losing control of their online advertising. I can
advertise their product any way I see fit. I have the
inventory, the motivation and their target audience.
Mark Surfas
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