re: Buy $40,000, Sell $60,000

From: Thom Forbes <tforbes_at_tforbes.com>
Date: Tue, 8 Jun 1999 18:27:02 -0500 (CDT)

ROB FISHER WROTE:
> Scenario: Agency a) buys key word category on major portals
> b) creates generic ad for category, c) points portal ads to
> one page site devoted to sub-category ads, d) sells space
> for this site.
>
> Example: Agency a) buys the word "golf" for $40,000, b) ad
> reads "Visit Golf Resource Center", c) Golf Resource Center
> page is divided into quadrants, d) space sells to four
> advertisers: equipment company, resort, LPGA, and apparel
> company for $15,000 each.
>
> Questions:
>
> Is there terminology in the trade to describe this type of
> arrangement?

Yes, Spam.

> Would the portals allow it

Let us hope not.

> Seems that everyone wins in this scenario. Why isn't it
> happening?

Because it's deceptive. When someone types "golf," she's not
looking for advertising. She's looking for editorial
content.

Thom Forbes >>writer/editor< tforbes_at_tforbes.com
   (voice) 914-478-5048 (fax) 914-478-5064
    Chair, Web Advertising '99 & Web Marketing '99:
                   http://www.thunderlizard.com/

========================================================================
------------------------------------------------------------------------
        This week's Online Advertising Discussion List sponsors:
                  Clicksales, Flycast, and StreamMedia

###100% GUARANTEED### Pay-Per-Click and Pay-Per-Download Advertising
      All of your money back if you are not completely satisfied!
-->> http://www.clicksales.com/ and http://www.downloadsales.com/ <<--

                                ---

WEB ADVERTISING THAT MAKES YOU A HERO. Our Web experts optimize your
buy across 922 sites. All for less than what you'd normally pay for
placement on one. Call it superhuman. http:\\WWW.FLYCAST.COM/OA

                                ---

    Sure, you can continue to rub two sticks together.But that's
      not gonna make the Advertising Gods real happy. Check out
    http://www.radicalmail.com for advertising that really works

------------------------------------------------------------------------
========================================================================


Received on Tue Jun 08 1999 - 19:17:24 CDT