Re: ONLINE-ADS>> Banner serving based on content of news...

richard_at_tenagra.com
Sun, 20 Sep 1998 18:27:57 -0500 (CDT)

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Next message: Joel Shellman: "Re: ONLINE-ADS>> Banner serving based on content of news..."
• Archive Home Page
• Search
• Previous message: Mark J. Welch: "Re: ONLINE-ADS>> Banner serving based on content of news..."

Mark Welch wrote:

>More important, selling advertising based on the subject
>and specifically the content of news articles would violate
>the journalistic ethics of many publications.

Untrue. The precedent, in my opinion, is the editorial calendar. I simply
see the idea I propose as a webified, and more advanced, version of the
editorial calendar concept - where traditional publications plan issues on
specific topics and then the ad sales team solicits advertising based on
those topics. That has been going on for years in the off-line world.

Instead of planning it a year in advance, you simply design a bot that
extracts keywords from an article before it is posted. Thus, the Web allows
you to implement the editorial calendar concept in near real-time.

If you apply it to every article, regardless of what the article is about,
you preserve the journalist's integrity.

Mark Welch then wrote:

>Indeed, the
>logical next step would be to buy advertising based on the
>slant of the news article: I'll run my ad next to all articles
>that say nice things about my product, but not articles that
>call my product crap.

I would agree that this is taking it too far. That is definitely violating
ethics.

richard

--------------------------------------------------------
richard hoy
moderator, online advertising discussion list
vice president, marketing and client promotions
the tenagra corporation
http://www.tenagra.com/
p: 281.480.6300 | f: 281.480.7715 | e: rhoy_at_tenagra.com
--------------------------------------------------------

========================================================================
------------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
AdKnowledge, CLIQNOW!/The 24/7 Network and The Mining Co.

7 out of 15 top agencies know that AdKnowledge improves web advertising
effectiveness. What are YOU waiting for? AdKnowledge. We make web
advertising work. http://ads01.adknowledge.com/SmartBanner/page/9751.2

---

CLIQNOW! Networks & The 24/7 Network. Buy reach & powerful brands:
*Battle.net, NetRadio, RotoNews, MapQuest, Talk City*
Get these sites on your next buy. http://www.247media.com/umbrella.html

---

QUESTION: What has 5,000 fingers and has grown 44% since April? It's been
called "a Yahoo! on steroids," and it's spreading fast across the web.
ANSWER: The 500 Expert Guides at http://MiningCo.com

------------------------------------------------------------------------
========================================================================
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com

• Next message: Joel Shellman: "Re: ONLINE-ADS>> Banner serving based on content of news..."
• Archive Home Page
• Search
• Previous message: Mark J. Welch: "Re: ONLINE-ADS>> Banner serving based on content of news..."

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.