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

From: Sharon Tucci <Sharon_at_listhost.net>
Date: Fri, 22 Jan 1999 18:27:06 -0600 (CST)

Definitely an interesting thread. And timely too, given that
it seems that mainstream advertisers are now at about the
same place with list advertising as they were 4 years ago
with web advertising.

In the original edition of my book "All About Lists" (a 400+
page e-book that deals with publishing and promoting lists),
I had a section dealing with the need for standards and
making recommendations such as what Andy suggested. I think
what I had suggested was 3, 7 and 10 lines, maximum of 60
characters per line (I believe in sticking with 60
characters - my own email program wraps at 62 characters)
and definite borders separating ad from content.

Based on feedback from early readers of the book, I removed
these suggestions. The consensus seemed to be that there
cannot be a standard and none of those who commented used
these numbers in their own list publishing efforts.

I disagree. I think that standards MUST be developed if list
advertising is ever to become "mainstream." It also helps
when advertisers want to make buys across multiple lists -
instead of having to prepare and format a different ad for
each list, one can be used.

On the same topic, I think that advertisers for lists trying
to do anything other than generate brand awareness or web
site traffic need to keep in mind they MUST provide
something other than a URL in their ads. I've seen
advertisers' responses double or triple by offering
information through an alternate method. From surveys I've
done on my own lists, most readers do not read their email
while connected on-line. In fact, a good number responded
that they didn't even have web access.

Anyhow, just my own two cents.

Sharon Tucci

http://www.ListHost.net - E-List Management, Hosting &
Promotion at affordable prices.


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Received on Fri Jan 22 1999 - 21:47:29 CST