NONE: Re: ONLINE-ADS>> Industry duck and cover?
Re: ONLINE-ADS>> Industry duck and cover?
Jaffer Ali (jali_at_pulsetv.com)
Tue, 29 Sep 1998 11:36:21 -0500 (CDT)
Hello once again:
I promised myself I wouldn't post again about revenue
sharing models. But since we have joined the ranks of
publishers as well as marketers, I thought I might have some
new found credibility, rather than sounding self
serving...like most publishers and people selling
advertising. We have a daily publication mailed to 100,000
plus people every day.
First there is the oft spoken myth, most curiously offered
by Carol Dawson.
><< Of course they do----wouldn't anyone want a freebie. I'd want cost per
>action too. No commitment, I could send half baked copy (not investing too
>much), and get out whenever I wanted. No skin off my back. The publisher
>absorbs all the risk.>>
Sorry Carol, a cost per action is not "free" unless sales
are not made. A proper revenue sharing deal has a COST per
action, otherwise it would be termed a FREE per action deal.
A well run revenue sharing program means that the publisher
will not accept "half baked copy"... We will run revenue
sharing deals in our UNSOLD inventory. The copy must be good
(in our opinion, which is our RESPONSIBILITY).
When we run a revenue sharing deal inside our publication,
we take responsibility with the advertiser for the message.
If the advertiser wants total control, they can always buy
the space...but we do not run away from our responsibility.
Next, Andy Bourland really indicts the Internet as a direct
marketing medium when he says:
><< I have YET to hear of a SINGLE publisher who made out well on a CPI/CPS
>deal.>>
Why do I say that he indicts the MEDIUM. The advertising
message, whether CPI, CPM, or CP3O could be identical to the
consumer. They do not know if it is a revenue sharing deal.
Advertising either works or does not. I wonder if Andy has
heard of a SINGLE direct marketing campaign that has worked
on the Internet? If the answer is yes, then a proper pay out
could be constructed. If the answer is NO, then the problem
is the medium...which we all SUSPECT is not the case.
All of you publishers and advertising executives out there
who guard unsold inventory as if it was a chaste virgin, get
a life! As for any of you advertisers out there that
believe in letting the market dictate the price of media,
based upon measurable results, drop me a line. We have
100,000 plus daily opt in e-mails going out. If we do not
sell out, we will share revenues with you.
Lastly, owning media as well as selling videos has truly
opened my eyes. Carol, Andy, if OUR media does not work for
OUR advertisers...how can we stay in business? And if the
advertising does work for OUR advertisers, then why
shouldn't WE work out an equitable revenue sharing deal with
UNSOLD inventory.
Instead of trying to uphold the "sanctity" of unsold
inventory, unlock the chastity belt.
Jaffer Ali
www.Laffaday.com
www.PulseTV.com
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