NONE: Re: ONLINE-ADS>> Banner serving based on content of news...
Re: ONLINE-ADS>> Banner serving based on content of news...
Hollis Thomases (hollis_at_webadvantage.net)
Mon, 28 Sep 1998 18:39:39 -0500 (CDT)
Mark Welch wrote:
><<The editorial calendar is a grudging concession by the
>editorial department to the advertising department to help
>sell ads. I recall a similar concession from my newspaper
>days: the "theme special supplement" such as the
>Christmas special section, which is filled with puff pieces
>designed to support extra ad sales.>>
I would agree to the "concession" part, but, doesn't an editorial
calendar do more than simply support sales? It forces the editorial
department to think ahead, to focus, to stay on top of non-breaking news
issues that are still very relevant to its readership. Special
supplements, however they may have been developed to generate ad
revenue, may be the reason a new reader buys that issue; or may be the
reason the regular subscriber slows down and reads a
section...particularly if that supplement has relevant meaning to
him/her.
Likewise, if the advertising in that section, be it in print or on a web
site, then captures the readers attention enough that s/he acts on it,
so be it. Advertising is persuasive; it's not forcing anybody to do
anything.
As Patrick Murphy s
aid in his posting,
><<A clever advertiser
>could scan for appropriate opportunites long after edit is
>initially posted. Would a publisher resist a hotel coming in
>the door waving money for a position next to a travel piece
>that extols the virtues of the hotel's market? Given the
>archival nature of travel edit, it would seem like a smart
>buy to me. >>
And from a reader's perspective, given the ease of resourcing that
advertiser's information, is this unethical or beneficial?
Hollis Thomases
Web Ad.vantage, Inc.
hollis_at_webadvantage.net
http://www.webadvantage.net
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