Local vs. National Advertising Sales Models
I was recently hired to manage a website that consists of
content taken from our city guide books and placed directly
on the web. Our advertising model is based on selling
Internet presence to local advertisers. This was a good
idea back in 1995 when it started, but I am beginning to
suspect that the model is no longer appropriate. Ad sales
are 60-70% below projections, and nothing they (the Ad Sales
dept) do seems to change that.
I have to give a strategic plan for the site in 4 weeks that
talks about this issue (local vs. national), and have had
little luck in digging anything up thus far. So, my
questions to the group are: is anyone aware of any studies
about local vs. national ad sales models? Has any research
been done in this area? Do any of you have any experience
with this problem? What is involved in moving from one
model to the next?
Tom Jorgensen
Online Producer
Insiders' Guides (www.Insiders.com)
an imprint of Falcon Publishing
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Received on Thu Apr 22 1999 - 14:32:12 CDT
