Re: Text Banner Standards: Isn't it about time?

From: Mark Ellis <ellis_at_texas.net>
Date: Fri, 22 Jan 1999 18:26:56 -0600 (CST)

I want to offer up a couple of thoughts on text
banner standards. While I don't usually post
to the list and instead choose to learn, the
idea of "separating" ad content could be self
defeating. After all, the lists exist to generate
revenue _ it's a business too. The sponsors
choose the list to generate revenue. The sponsors
believe they have something of value for the list.

The issue is one that radio and television
and print media have struggled with for a long
time and it may be worth trying to do something
different.

How might we *require* sponsors to provide something
of value to the list as a condition of advertising. Or,
could the moderator determine if the advertiser
has something of value for the list and then find a
way to integrate it naturally into the conversation?

Look at the other media. The battle between
programming and sales, news and advertising,
is a long running fued that has made sponsors
(legitimate business people working to accomplish
the same goals we have chosen) seem like the
enemy.

Isn't it time to do something different. Isn't it
time to see the value in the information sponsors
offer? Isn't it time to use sponsors as a resource
for something other then just revenue?

If not, then how are we more noble than those
for whom we show so much disdain.

And finally, this is the medium that doesn't need to
be standardized. Each list can have different requirements
and individual standards, along with group standards
that make it easier for "national/international" buys.
Gosh. How many times have we been asked to "get out
of the box" with traditional media?

Seems to me that we might want to spend more energy
teaching "sponsors" how to use our medium. And, maybe
we ought to think about charging for "sigs."

Mark Ellis


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Received on Fri Jan 22 1999 - 21:47:28 CST