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

From: Michael Tchong <mtchong_at_imaginemedia.com>
Date: Fri, 22 Jan 1999 18:27:17 -0600 (CST)

Hi y'all:

Andy knows how to get a two-year old lurker like me to post
to the list: Bring up e-mail advertising standards!

First off, I think it's a superb idea. Especially in light
of what's going on in the e-mail industry these days (read
this week's ICONOCAST).

Here are my comments in order of importance:

* "Packaging" -- I chose the word "flag" because it provides
e-mail publishers with an identifiable ad format that goes
beyond the banner ;^), yet is in the same July 4th category.
I believe it's very critical that e-mail ads have their own
"gestalt." I know that most sales people have problems
selling e-mail ads. The reason is simple: They tend to focus
on selling banners on the linked site. However, anecdotal
evidence suggests that few e-mail summaries generate a
clickthrough, suggesting that many potential ad impressions
are wasted. I propose that e-mail publishers stand up and
show banner folks that e-mail ads not only work, but work
extremely well. So, while I appreciate the generic
"Advertising" moniker, I believe it sacrifices a strong
e-mail identity.

* Line length -- We did some research and found that 65
characters is the maximum line length that does not get
munged by e-mail servers like Lotus Notes. We settled on 60,
like this post, because narrower columns are easier on the
eyes.

* Line count -- I like the idea of three or four formats,
although I also understand Danny's point about keeping
things simple. Like classifieds, I suggest we adopt a
ratecard that charges by the line, that way we can more
flexibly accommodate advertiser's needs.

* Delineator -- It's important that advertising be separated
from editorial. While I like Danny's idea about double
lines, one should consider that many publishers use double
lines for layout purposes. So, I chose exclamation marks
because they're rarely used in e-mail design, if at all.
They also scream "check me out," which is the name of the ad
game.

Look forward to your comments,


Michael

Michael Tchong
Editor michael_at_iconocast.com
ICONOCAST http://www.iconocast.com
150 No. Hill Drive 415.468.4684 x445
Brisbane, CA 94005 415.468.4686 fax
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!


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Received on Fri Jan 22 1999 - 21:47:33 CST