Re: Sponsorships only for the giants?

From: Bob Rosen <kqrbob_at_mindspring.com>
Date: Tue, 10 Aug 1999 14:21:20 -0500 (CDT)

DANA BLANKENHORN WROTE:
>There are many sponsorship
>opportunities out there that don't cost a lot of money,
>especially in targeted media. These range from e-mail
>newsletters to lists like o-a, to Web sites like ClickZ.
>Which brings up a great business opportunity -- a
>Doubleclick for sponsorships...

Agreed their are lots of sponsorship opportunities at a full
range of sizes and costs. But I don't think they can be sold
as a commodity the way Doubleclick sells banners. Sponsors
are buying more than a targeted audience; they're directly
associating themselves with a unique editorial environment.
Matches are not as easily found, and where they are, the
exact nature of the sponsorship, the price and other details
usually remain to be negotiated. I believe sites that want
to exploit sponsorship opportunities will always have to do
it the old-fashioned way: with dedicated salespeople and/or
small, focused rep firms who understand them intimately and
are compensated well enough to sell creatively and
site-specifically. Fortunately (at least from my
perspective) there'll always be a need for us salesfolk.

Bob Rosen
Principal
Alternative Media Networks

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Received on Tue Aug 10 1999 - 15:06:49 CDT