RE: Low volume site

From: Andrew Bourland <andy_at_clickz.com>
Date: Thu 30 Sep 1999 13:40:14 -0400

STEPHEN JONES ASKED
> 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.
>
> Your thoughts?

We have a motto here at ClickZ: "It's the Audience,
Stupid"...

In other words, it depends upon the value of that audience
to a potential advertiser. The publisher's costs have
absolutely nothing to do with the value of the inventory to
the advertiser. If behind that limited inventory is an
audience packed with potential customers for the advertiser,
they will pay dearly to get in front of them... even more so
if there is a real scarcity of impressions available...It's
a simple economic principle: supply and demand.

I hope that helps...
___________________________________________________________
andy bourland, ceo/publisher
the clickz network - http://www.clickz.com/
ph:978.749.3737 || fx:978.749.3187 || andy_at_clickz.com
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Received on Thu Sep 30 1999 - 12:40:14 CDT