Re: Public Rate Card

From: Gregory D. Morey <gmorey_at_wfla.com>
Date: Tue, 11 May 1999 09:32:51 -0500 (CDT)

Evan,

Having been in Radio, TV and now the Net over the past 16
years, one rule applies in all media. The rate card is
always negotiable. There may be components of the rate card
that aren't, but for the most part it's negotiable. For our
TV stations' site, I am negotiable on ROS (Run Of Site)
business, but if someone wants placement in my News or
Weather sections, the CPM is $35 and I hold the rate. The
reason being those sections are highly specialized and major
entry points to the site and deserve a higher rate. On our
Health and Alternative Medicine sections, the CPM is $45 and
again the rate sticks because of the highly specialized and
targeted audience that visits that area.

The best way to sell your site with justification is to
understand exactly who is visiting your site, what sections
they visit, how long they stay and where they come from.
Once you understand all the psychographics involved then you
can begin to see the values of certain sections, and begin
targeting advertisers that make sense for that area.

One final piece of advice while I have been allowed a moment
on my pedestal. Remember nothing melts resistance like a
great idea. Don't be afraid of creating solutions for your
clients beyond banners and tiles.

For example, create a venue for a client that they can
publish their content into. Don't be afraid of the
"editorial integrity" of your site being compromised, as you
can always negotiate final publishing control over content.
The power of having content created by your client that has
links back to their site is powerful and if you execute
well, can enhance your site.

Another example is to package banners with an inventory list
or mini-sample page of the clients wares. The ability to put
a clients inventory list that links back to their e-commerce
engine is a powerful way for a client to actualize sales
directly from your site. ROI is easily justifyable when you
can show impressions, click-throughs and... oh yeah, hard
dollars in the clients pocket.

That's it, I'll step-off now. I hope I have helped someone.

Greg
_______________________
Gregory D. Morey
NMBD
WFLA.com/WFLA-TV
gmorey_at_wfla.com
(813) 221-5743 Direct
(813) 223-3244 Fax

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Received on Tue May 11 1999 - 10:52:21 CDT