Re: Low volume site

From: Jim Reardon <jim_at_amusive.com>
Date: Thu 30 Sep 1999 13:23:22 -0400 (EDT)

STEPHEN JONES WROTE:
> What effect on ad rates should one expect from a low-volume
> inventory? My thinking is that it would tend to raise
> rates slightly, since the publisher has to cover costs with
> less.

I've noticed the less inventory one of my sites has, the
harder it is to sell and the cheaper I have to sell it. The
reasoning, I would think, behind this is people don't want
to buy 1,000 impressions at a time... they want to go
somewhere that already has a big market share and do ONE
buy, not one thousand buys (then again, networks help out
here, by making it simple to advertise on thousands of
sites).

Also, the lower-volume sites more likely than not have
little to no expenses (a $10 hosting account can hold a site
doing 1,000 impressions a month, but I've noticed not one
that does 1 million). As my site grew, my expenses grew,
and (thank goodness) my ad CPM grew. I also noticed once I
broke the 100k mark, I got quite a few "serious" advertisers
and into a few "serious" networks. Before that, I could
hardly give away my inventory.

---
 Jim Reardon <jim_at_amusive.com>
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Received on Thu Sep 30 1999 - 12:23:22 CDT