Re: Unsold inventory

From: Wayne Browning <info_at_homepagers.com>
Date: Thu 23 Sep 1999 23:16:33 +0500

LEO SHEINER WROTE:
> I wonder if anyone knows where I can find any stats about
> the volume of remaindered banner inventory. There was a
> time when this was the subject of much discussion and the
> consensus then was that as much as 80% of inventory was
> unsold on some sites in order to maintain the high pricing
> on such inventory. My impression is that far more realistic
> pricing now pertains (albeit much of it is sold under the
> table). I would be very interested to know to what extent
> this has reduced the proportion of unsold inventory or if
> it still is a substantial proportion on some sites. Any
> thoughts?


We sell CPM at from 4.00-8.00?CPM and have been sold out of
our 6 million monthly inventory for the past 10 months.

Our rates have not changed since 1996, but our sold out
status is a more recent occurrence. In our case it's a
matter of matched demographics, good results and well priced
ads.

Our advertisers however are more of the "membership"drive,
sign-up drive types. And their products are in mostly
on-line services pertaining to lifestyle especially women's
topics.

Hope that helps in your quest for feeling out the recent
activities, albeit we are not the ideal model if looking for
"retail" hard line products and their advertisers.

Wayne Browning
Homepagers



From nobody 24 Sep 1999 10:55:39 -0700
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From: Brian Stauffer <scm_at_www.com>
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Subject: Re: advertising locally

SHARON FREY WROTE:
>>Mike this is really old hat, a long time staple of
>>advertising: Send press releases about the opening of the
>>sites to all media, including the radio station.

TO WHICH HAVAH HOPE REPLIED:
>I agree with you that this is really old hat and should be
>obvious to most experienced to send out lots of press
>releases, but I seriously doubt a radio station which
>devotes so little time to news as it is (usually 2-5
>minutes) is going to read on the air a press release about a
>web site opening. Am I wrong? Have people had success with
>this?

As someone who recently was a radio News Director I would
have to disagree with the above statement, yet agree. It's
true I worked at a rock n roll station and had 2-3 minute
news cast and therefore wouldn't put a website opening story
in my cast. However, we would (if it was interesting
enough) set up 5-10 minute on-air interviews with peopleb
(the higher up the better). We probably did this 2 to 3
times a month. We loved interesting stories and companies,
plus seasonal stuff was great (y2k, taxes, christmas
underwear, etc.) Remember though it you do these
interviews, prepare to have fun and not spew information.
We hated the people that sounded like an infomerical. Oh
and by the way if you need help in doing this call me.

Brian Stauffer
MOB Media
1-888-MOB-Media
scm_at_www.com


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Received on Thu Sep 23 1999 - 13:16:33 CDT