Re: Public Rate Card

From: Larry Chase <larry_at_chaseonline.com>
Date: Tue, 11 May 1999 15:45:08 -0500 (CDT)

Hello Evan,

You raise a very interesting question worth very much
discussion re: rate cards and online ad pricing. People do
indeed get $30-50 cpm (COST PER THOUSAND) and sometimes much
beyond that even. I find it helpful to compare online
pricing to offline pricing which you can find at
http://mediafinder.com The last time I looked there AdAge
was charging $125cpm for their physical mailing list. And
I'm sure they get it. After all, that's a high flown
audience to reach. You're paying for the targeting there.
Online avails tend to go for much less than offline avails.
Many take the top down approach ans ask for high cpm rates
in order yto leave negotiating room when interested parties
start beargaining with the publisher. I take the bottoms up
approach with my Web Digest For Marketers newsletter
(http://wdfm.com), charging betwen $35-50 cpm and selling
out for months in advance and getting pain upfront. Why ??
Because reaching such a highly targeted audience otherwise
is typicaly more expensive.

Furthermore, you can support your cpm rate by expanding your
sales efforts. The more intersted parties you have in
advertising w/you the more you'll be able to "support your
rate card." Getting more people interested is usualy a
function of going very pro-active and gathering in very
intersted prospects. But alas, many sit owners and list
owners are wrapped up only in the editorial side and are
perhaps too shy to aggresively sell their avails themselves.
Many online publishers grouse about not being able to find
god reps to sell for them. I say, sell it yourself first!
Hone your own sales skills (never a bad thing to do in this
day and age). Learn from each sale made and not made.

BTW - I find the advertising avails in my email addition
really offer greater value to my advertisers than my
website. After all, those readers have opted in to my list
as opposed to those that are just browsing the website.

There's also much you can do in how you present yourself to
perspective advertisers. Check out iconocast.com (the
Jacobyte has it right). He gives a taste of who's reading it
via a reader survey. I've found that testimonials from
previous advertisers are enormously helpful, along with
demographic info on my readership. Wouldn't you feel better
about advertising if some other big time advertiser said
they got good results there? I make a study of visiting
other sponsoring this site type pages. Most of them sound
to, well "ad-dy". I'd vere away from sounding so slick in
favor of offering the reader hard evidence that their media
bucks are well spent with you. In traditional media they say
sizzle sells media. Well, online - I say results sells
media. Hope all this helps.

Larry Chase - Publisher / Web Digest For Marketers

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Received on Tue May 11 1999 - 16:04:55 CDT