RE: Low volume site

From: David McKnight <David_at_McKnight.net>
Date: Fri 01 Oct 1999 08:06:20 -0700

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.

Put yourself in the shoes of the advertiser, Stephen. Do you
think he or she cares a wit about the publishers' problems?
Heck no. He cares about solving his own problems. If low
volume offers greater exposure to an audience the advertiser
wants to reach, then he's going to be willing to pay more.
But he may also want proof that it's doing him some good. If
you can show that click-throughs for instance happen at a
more constant rate on your site (often tough to come by), or
some other research to support your higher ad rates, they
may bite. But the opposite might also be true. They may
think your low volume of inventory is the result of a site
on which no one wants to advertise. Be prepared to support
your claims -- and help them solve their marcomm problems...


DAVID

David K. McKnight
TeamMetrx
Groupware that's Simply Addictive
<mailto:David_at_McKnight.net>





Received on Fri Oct 01 1999 - 10:06:20 CDT