The Online Advertising Discussion List Archives

==================================================================== Online Advertising Discussion List ==================================================================== List Moderator: Supported by: Kevin Fadden InterEdge kfad_at_interedge.com www.interedge.com =-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=- March 28, 1996 Digest #0005 =-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=-=- ******************************************************************** This weeks sponsor: InterEdge (www.interedge.com) For more information on this fertile advertising ground, check out our rate card at: http://www.interedge.com/AdInfo.html ******************************************************************** In this Digest... NEW ------- "Moderator's Comments" ~ Kevin Fadden "Demographics for Advertisers" ~ Roger Corrie "My web site" ~ Kim Van Dyke ""Unique Visitors" stats" ~ Norman Barth "=-= how to leverage thru links =-=" ~ Cheri Sigmon "Required Reading" ~ Kenneth (Norman) Leebow CONTINUING ------- "Banner Ads - A Few Questions (OAD#0003)" ~ Jack Jordan "Re: Doubleclick" ~ Mike Linksvayer REQUESTS FOR INFORMATION ------- "Introduction & Insurance issues for Online Start-ups" ~ Geoffrey Gussis BANNER SWAP MEET ------- Lookee here for a *short* listing of sites that are looking to swap ad banners with each other, you, and everyone else. ***************** NEW ***************** ------------------------------------------------------------- From: Kevin Fadden Subject: Moderator's Comments Howdy folks! OK, I've obviously scared some people off with my "no direct solicitations" stance. Understand that I was getting postings for shareware games and un-related software -- you know, people thinking that "Online-Advertising Discussion List" meant "ahh, a *new* place to spam." That said, what I'd like to do is establish a few things regarding "self- serving" posts: 1) It's OK *IF*: - it's not blatant - you keep the self-serving part as brief as humanly possible (i.e. list a URL for more info or email address for contact) - the remainder of your message or information you are sharing or requesting or responding or offering solutions to bears direct relevance to the discussion of the issue at hand; or if a new post, then to the topic of online advertising in general. - It is understood that your moderator (me) will exercise discretion as to whether your post meets these criteria. 2) For those with a budget: The Online Advertising Discussion List is available for sponsorship. Not only will you be helping to support the continuation of this list, but your ASCII banner (see InterEdge example at top and bottom of this digest) will run in every Digest for a week. If you buy a sponsorship, you are buying advertising -- you can say whatever you want to (standard advertising etiquette applies). The price for one week is $150, payable in advance, by check or money order only. I think I mentioned in Digest #0002 that I would throw a real banner up on the FAQ and Archive pages for an additional $100. I lied (changed my mind). I'm going to include this with the $150 (throwin' it in). E-mail me directly at kfad_at_interedge.com if interested/willing. *** REQUESTS FOR INFORMATION section I've added this section for posts that may or may not have much of anything to do with advertising, but yet that there is a good chance that someone on the list will know the answer. This will also be the place where any "We're looking to buy some ads. If you feel your site meets our requirements, let us know." type of posts get located. Peace, - Kevin Fadden (kfad_at_interedge.com) -------------------------------------------------------------------- From: Roger Corrie Subject: Demographics for Advertisers Kevin, Thanks for starting this list, it is just what the doctor ordered. By the way my first born is also a Kevin:) A little introduction before I get to the meat of my question. I started a content providing company Electronic Historical Publications last year. We publish online historical periodicals and books in a Web format. Our primary goal is to recover the cost of converting these periodicals through advertising revenue. 1. What basic demographic information do the online advertisers need? How successful are online surveys at obtaining this information. Which online surveys do you recommend as a good example? 2. For new advertisers is it better to lock in a time period or go on a month to month basis? How long a time period are most advertisers purchasing? I look forward to reading the lists responses Roger Corrie ______________________________________________________ Electronic Historical Publications Web Publishers of 19th Century Scientific American We put Quality on the Net!. Penny Magazine Online Godey's Lady's Book Online and more. http://idevelop.com ehp_at_idevelop.com _______________________________________________________ -------------------------------------------------------------------- From: Kim Van Dyke Subject: My web site Hi! This list is a wonderful resource. I'd like to announce two new Web sites (mine): Wingspan design/editorial services and--more exciting-- EntreeNet restaurant guides. We plan to set up EntreeNets (soon to have its own domain) in regions countrywide, so please feel free to pass this along to your favorite restaurants. Also, I'd love to here any comments, good or bad. Thanks! -- Kim Van Dyke barnowl_at_albany.net EntreeNet÷ The premier online guide to restaurants! EntreeNet/NY Capital District: http://www.albany.net/~barnowl/entree.htm ------------------------------------------------- Wingspan editorial services and Web design: http://www.albany.net/~barnowl/wingspan.htm -------------------------------------------------------------------- From: Norman Barth Subject: "Unique Visitors" stats I notice Interedge talks about "Unique Visitors" and "Average Unique Visitors per Day" on their Rate Card page http://www.interedge.com/AdInfo.html Is this different from the number of computers that connected to their site? I've seen another figure - "unique sessions" - which is probably more accurate than "unique visitors" as many people could be behind the same computer name. However "unique sessions" also relies on some assumptions. For example if I assume that no session is longer than one hour, then The Paris Pages had around 191,000 unique sessions last month. To make things just a bit more ambiguous - the time interval over which "unique computers" is calculated will obviously change the result. 1000 unique computer names in a week can easily be consistent with 500 unique computer names per day. So to really "pin things down" one needs to give supplementary information - most of which the potential advertiser will not understand for a few years yet. - Norman -------------------------------------------------------------------- Norman Barth nbarth_at_paris.org Les Pages de Paris / The Paris Pages http://www.paris.org/ -------------------------------------------------------------------- From: "Cheri Sigmon [ http://jit.com ]" Subject: =-= how to leverage thru links =-= Hi, admen & adwomen (s), I just had a question on our 'free links" offer. Without making the entire private email public - here's my brief response, explaining the - ahem - "method behind my madness." < big grin > < snip > - cheri sigmon ``````````````` Hmm ... yes, that "throws" many people at first. Here's how it works - it's the 'Internet culture.' Do you agree that "no man is an island?" Very true with the Web ... & the more links, the better. See? Also, you give before you receive in any business. It takes time to build any relationship, agreed? 1) you offer FREE stuff - of VALUE - then you increase your chances of _earning_ people's trust & some future business 2) you become a valuable resource - you serve your community (like a chamber of commerce - you're active in it) 3) you make money by providing value to others - through future & repeat business, through direct sales ( my stuff deleted here ) & of course, thru referrals. It's all leverage! Reciprocal links work WELL on the Net - sure, I could charge for them, like many do, but we're different ... Our philosophy is different ... => The 'bottom line' way to Internet success is - cooperation vs. competition ... for _long-term_ growth & prosperity. Make more sense now? (s) IOW, it's not necessarily 'where' you are, who you know, or even what you know. It's how many PEOPLE (through links, etc.) know & trust YOU! Cheers! Cheri Sigmon cheri_at_jit.com http://jit.com info_at_jit.com -------------------------------------------------------------------- From: "Kenneth (Norman) Leebow" Subject: Required Reading After a frustrating day talking to non-internet business people this article that I refer to was very refreshing. I recommend it to all of the marketeers on this list (myself included). It is about mutual funds/brokers going on the web. It is a great marketing tool for all of us. Print it out. It is 8 pages. http://nestegg.iddis.com/webfinance/cover.html Wishing You Net Speed: Ken (Norman) Leebow, CPA Editor Norman's Friday's Hot Tips and Sites to Visit Newsletter To subscribe send an e-mail to: norman_at_infoback.com -------------------------------------------------------------------- ***************** CONTINUING ***************** -------------------------------------------------------------------- From: jtjordan_at_nafta.net (Jack Jordan) Subject: Re: Banner Ads - A Few Questions (OAD #3) Tim: >>3) Is there any way to be sure that a certain site has your target audience >>or do you just have to take their word for it or make your own assumptions >>based upon what you see there? The auditing of users of web sites seems to >>be quite rare (which isn't surprising as it is very time consuming for the >>user to fill in a huge form before they get access to something that >>they're not even sure is worth looking at). > Kevin: >Content, Content, Content, Content. That's the best wasy (right now) to >determine the demographics of a site. It's generally foolproof, in my >experience -- there just aren't any nifty charts and numbers to back it up. >But, you can tell what kinds of people are going to be looking at a page. >Ask yourself "If this page were a TV show, what kind of audience would it >have, and what time slot would it be in?" I've found it to be a "no- lose" >formula. > Rehan: >But it can be very useful, of course. On our site, we have a lengthy survey, >yet it has been filled by hundreds of our readers...and it provides excellent >information for us and for potential advertisers. If you want to advertise at >a site that does not have solid data about their users, you should take some >precaution; the results may show that it's better than they say, but there is >the other possibility also. > Some *general* demographics can be gleaned very simply from the server logs, which include the IP names of your visitors. You can easily spot users from educational institutions (*.EDU), big corporate users (ATT.COM, IBM.COM), non-US users (ends in 2 character country code, e.g., *.UK, *.MX, *.CA, etc.), and dialup users (AOL.COM, *.NET, etc.); closer examination of the complete IP name can sometimes suggest additional information. From our logs, I can see quite clearly that we are reaching our target business/corporate/international trade audience. We have 20-25% .EDU (and a lot of that is business schools!) rather than the 50% and higher that some other sites mention. Most of our visitors are corporate (.COM) or dialup (AOL or .NET, presumably Small Office/Home Office), with a significant international component. And Yes, we do accept advertising -- a good place for your business-to-business or international trade product or service. -- Jack T. Jordan, jtjordan_at_nafta.net http://www.nafta.net -- NAFTAnet, for Businesses Interested in International Trade, Electronic Commerce, and Advanced Telecommunications Technologies NEW! PointCom's Top 5% of the Web Award: Consistent Cumulative 113 Rating! -------------------------------------------------------------------- From: Mike Linksvayer Subject: Re: Doubleclick and other brokers Doubleclick certainly isn't the only advertising broker out there, although it might be the only one with major backing. I used to get offers all the time from wannabe brokers, but none in the past few months -- or maybe I'm just more prone to deleting mail that doesn't look interesting without reading it. One broker that I haven't received unsolicited mail from and that I can verify that some pretty decent and bright people are behind is SponsorNet (www.sponsor.net). I haven't done business with SponsorNet or any other broker, but it sounds like a reasonable idea. I've wondered but never researched whether there are advertising brokers for other media? How do they work? My relatively uninformed impression is that most publications have their own sales staff that is responsible for selling most of the advertising in the publication. On another topic, I like Ziff's 263x50 ads. Mike Linksvayer http://www.au.com ml_at_au.com Ambuehl Ulakey Internet Consulting -------------------------------------------------------------------- -------------------------------------------------------------------- ***************** REQUESTS FOR INFORMATION ***************** From: Geoffrey Gussis Subject: Introduction & Insurance issues for Online Start-ups Hello everyone!! I'm happy to be a member of this new list, and I am very pleased with what I have seen so far. I'm a first year law student at the Washington University School of Law in St. Louis, Missouri, and I recently incorporated an online business with a two friends from high school and one from undergrad. I am interested in Electronic Commerce and Interactive Entertainment (see my site http://www.westbassoc.com/legal/). Now that the introductory stuff is out of the way, I was wondering if anyone has had experience with getting insurance for a 'virtual corporation.' Our company is going to offer a free service to Websites, and our revenue is going to be advertising-related. All officers of the corporation are spread out; San Francisco, St. Louis, and New York City. Furthermore, the work we will be doing (and having subcontractors do) will involve uploading data to our server and working on web pages and database applications. I was wondering if anyone else out there has recently started a 'virtual corporation,' and if so, what kind of insurance is necessary to be fully protected from liability. I don't really expect claims based on slip-and-falls, etc., since we do not operate out of our headquarters, and everyone works at home. But I have heard that we may need 'Professional' insurance and certain kinds of liability insurance. We are going to have a powerful disclaimer that attaches to the use of our free service, but we still need to be protected from any lawsuits that may arise. I would greatly appreciate any help that the list members can provide, as I am sure that many of you have started your own companies. Thanks, Geoffrey Gussis -------------------------------------------------------------------- ***************** BANNER SWAP MEET ***************** -_-_-_-_-_-_-_-_-_-_-_-_ Multimakers Alaska's Best: Alaska's Premier Online Magazine. http://www.alaskasbest.com/~multim/akbesthm3.htm -_-_-_-_-_-_-_-_-_-_-_-_ Webling's Cafe mvassist_at_embratel.net.br (Tom Venetianer) http://mvassist.pair.com/ -_-_-_-_-_-_-_-_-_-_-_-_ Pacific Coast Feather Company Ray Dornbusch http://www.pacificcoast.com/pcf/ad/partners.htm -_-_-_-_-_-_-_-_-_-_-_-_ EntreeNet: The premier online guide to restaurants! EntreeNet/NY Capital District: Kim Van Dyke, http://www.albany.net/~barnowl/entree.htm -_-_-_-_-_-_-_-_-_-_-_-_ BUY IT OnLine: Your online GUIDE to locating products and services! Mary Wolf, webmaster_at_buyitonline.com http://www.buyitonline.com -------------------------------------------------------------------- ==================================================================== Online Advertising is moderated by Kevin Fadden. Please send suggestions and comments about the list to me at: kfad_at_interedge.com Send your posts to: online_ads_at_interedge.com Read General Information and FAQ at: http://www.interedge.com/OnlineAd_FAQ.html Subscribe by sending a blank message, with the subject field set to SUBSCRIBE to: online_advertising_at_interedge.com Unsubscribe by sending a blank message, with the subject field set to UNSUBSCRIBE to: online_advertising_at_interedge.com - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - For info on these other mailing lists: - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - Internet-Sales Discussion List, Moderated by John Audette http://www.mmgco.com/isales.html Internet-Marketing Discussion List, Moderated by Glenn Fleishman http://www.i-m.com/ High Tech Marketing Communications Discussion List, Moderated by Kim M. Bayne http://www.bayne.com/wolfBayne/htmarcom/ - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - ******************************************************************** This weeks sponsor: InterEdge (www.interedge.com) For more information on this fertile advertising "ground", check out our rate card at: http://www.interedge.com/AdInfo.html ******************************************************************** ========== End of Online Advertising Disussion Digest ==========

Visit our other web sites:
Tennis Server | Tennis Server Ticket Exchange | MyCityRocks | MyCityRocks Ticket Exchange