Re: ONLINE-ADS>> Low CPM Solutions...some ideas to chew on.

Andy Bourland (andy_at_clickz.com)
Thu, 15 Oct 1998 10:20:41 -0500 (CDT)

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In response to Daniel Arnall...

As he indicated, we made some significant changes in the way
we manage and distribute our email content. Most people like
it. Some do not.

* Instead of 5 HTML lists and 5 text lists, we now have 1
HTML and 1 TEXT.

* Instead of continuing to emphasize some of our lesser
known brands/sites such as Who's Marketing Online and
ZCommerce, we are emphasizing the ClickZ brand, which is
much better known.

* Instead of emphasizing what is on a particular site, we
emphasize what is being written about by category (i.e.
e-commerce, media buying, banner design, etc).

* Instead of sending entire articles (and here's the rub),
we are sending summaries and links, which is in fact the
industry standard way of doing things.

Anticipating additional measurable page impressions (which
preliminary numbers tells us is in fact happening), we
reduced the number of ads on the HTML mailing to 1 468x60
and 1 125x125. We also reduced the number of ads per page on
the site from 6 to 4, and sometimes 3 depending on rotation.
Same number, actually MORE advertisers, but we have not
increased our CPMs at this point.

I don't know if this is fodder for discussion, but wanted to
clarify the issues for those who may have read Daniel's
post.

Thus far, the response has been predominately positive, with
the major concerns being that people like getting the entire
article all at once -- especially those who travel a lot.

Andy

Andrew Bourland
Publisher, The ClickZ Network
http://www.clickz.com
http://www.microscope.com
http://www.searchz.com'
http://www.wmo.com
http://www.zcommerce.com

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