The Online Advertising Discussion List Archives

Online Advertising Discussion List -------------------------------------------------------------------- -------------------------------------------------------------------- List Moderator: Supported by: Kevin Fadden InterEdge kfad_at_interedge.com -------------------------------------------------------------------- April 24, 1996 Digest#0024 -------------------------------------------------------------------- ******************************************************************** This week's sponsor: InterEdge For more information on this fertile advertising ground, check out our rate card at: -------------------------------------------------------------------- [THIS SPACE FOR RENT] For information on sponsoring Online-Ads, see: ******************************************************************** Here's what the running total of votes are for: DIGEST v. SINGLE MESSAGES 11 2 In this Digest... NEW ------- "Yahoo and Proctor & Gamble" ~ Kevin Fadden CONTINUING ------- "Re: Advertising to ISPs?" ~ Ian Traynor PERSONAL INTRODUCTIONS ------- REQUESTS FOR INFORMATION ------- "Listserv Story" ~ PJ Hruschak BANNER SWAP MEET ------- Look here for a *short* listing of sites that are looking to swap ad banners with each other, you, and everyone else. ***************** NEW ***************** -------------------------------------------------------------------- From: kfad_at_interedge.com (Kevin Fadden) Subject: Yahoo and Proctor & Gamble <<>> >Today's "Advertising Age" has a front-page article announcing that >Procter & Gamble have signed a deal with Yahoo to pay for their >advertising on a click-through basis rather than cpm. > >In my opinion, this may set a trend for the future. P&G has been a >leading force in setting standards for advertising in the traditional >media since it spends about $3 billion a year on marketing. Great! The Big Boys (Jocks) have crashed the party. What's next -- will they steal all our booze and women? In my not-so humble opinion, a click-through only model is *dangerous* for the publisher. This is going to cause us to have to seriously look at micro-payments and actually charging users to access our sites. Not good for business, not good for advertising. Publishers are going to have to remain strong in the face of advertisers saying, "Well, Yahoo does it that way." We're not Yahoo, and you're not P&G -- Yahoo isn't even Yahoo any more. What a bummer. ;-< Best, Kevin Fadden ==================================================== Kevin Fadden, Chairman & CEO kfad_at_interedge.com InterEdge, Inc http://www.interedge.com subscribe to Online Advertising Discussion List send a blank message with subject set to SUBSCRIBE to: online_advertising_at_interedge.com info available at -------------------------------------------------------------------- ***************** CONTINUING ***************** -------------------------------------------------------------------- From: Ian Traynor Subject: Advertising to ISPs? Judith Oppenheimer writes: > My client is promoting a marketing program - 1 800 GET ONLINE - to local and > regional ISPs. (Exclusive use per area code, callers routed directly to each > ISP.) > > The question: what online mechanism - email, news groups, etc. - would be >the most productive lead generator for my client to reach the ISPs? > > Also, do most of these smaller companies have advertising directors, or > should my client be contacting the president? Maybe this is heresy to give this advice on the *Online* Advertising mailing list, but I'm just wondering whether the best advertising strategy might not be *off*line! Reasons? 1. ISPs represent a very discreet target audience (phew, managed to avoid the word market after our Moderator's gentle hint :-) ). Although there are hundreds (thousands?) of them, and they are growing daily, it is not too difficult to find off-line sources of names, addresses, phone numbers (I'm assuming that it is similar in the USA as it is in the UK). 2. It is important, as Judith has identified, to find the correct decision maker or decision influencer in the organisation to address the advertising communication to. IMHO, this is much better done if the addressee is addressed by *name*, not just position. A person's name is, to him/her, the sweetest sound in the world (isn't it, Judith?). This is probably found out easier through a rapid telephone research campaign, to find out the right person in the organisation. A good telephone communicator can manage about 30 research calls per day. 3. After that, the communication medium is a matter of choice, depending on how easily one can automate the personalising system. Mail merge in the paper world is no problem. Does anyone know of an email equivalent (i.e. one which will insert merge fields from an email address book in the *body* of a message - I'd personally like to hear of one, if it exists). If the latter course *is* feasible, then personalised email to the right person in each ISP might be better. If not, then revert to the paper method. 4. Finally, as with any good targeted mail campaign, follow it up with phone call to try to clinch the sale / get a meeting ... or whatever you think the objective of the communication process should be at this stage. (So, Kevin, maybe I've broken another rule - managed to avoid 'marketing', but have gone off-topic by not keeping to *online* advertising :-( ) But I do think that we should keep a sense of perspective by not expecting that *everything* can be done better online. In this case, I think that a mixture of the two media could be effective. I hate to say it again, but there's some very specific and practical advice on 'Targeted --wait for it -- Marketing' on my site, which details the process above step by step. Look for it in the Archives section. Hope this helps. Regards Ian Traynor ----------------------------------- Traynor Kitching & Associates management & marketing consultants The Owl House, 137 Osbaldwick Lane, YORK YO1 3AY, UK Tel/Fax: (+44) (0)1904 424832 tka_at_traynor.demon.co.uk http://www.u-net.com/tka/magic/ -------------------------------------------------------------------- ***************** PERSONAL INTRODUCTIONS ***************** -------------------------------------------------------------------- -------------------------------------------------------------------- ***************** REQUESTS FOR INFORMATION ***************** -------------------------------------------------------------------- From: phruscha_at_arcrs1.saed.kent.edu (PJ Hruschak) Subject: Listserv Story (LISTSERV-USER QUETIONAIRE) Since you ahve all been such a great help with my first story (which is in its second draft right now), I have decided to make my second story about you - listserv moderators and users. Remember that some people have never heard of listservs or newsgroups, or that these can be used to help their business or be used for entertianment/personal gain. Pretend I'm a semi-ignorant reader (even though I am an Internt user and a listserv participant both lurking and posting)...net.jargon should be defined whewner possible...business terms should also be defined for non-buniess/marketing readers. Please send all repsonses to ME and not to the list. I'm sure the moderator doesn't wan to have to read all of this stuff with all of the list's normal posts. Obviously, I wil lmake this story available to all of the participating groups who respond (I have also sent a similar equestionaire to the moderators of a few realted-topic listservs). I will consider all of your responses on the record (i.e., quoteable) unless you otherwise specify with "OFFREC" as beginning and end tags. Please answer ALL questions as COMPLETELY as possible. Half answers/sentences are no good to me. ¥ When and why did you join this listserv? ¥ÊDo you belong to any other related-topic servs? Which ones... ¥ÊDo you belong to any unrelated servs? Which ones... ¥ Are you a lurker or a poster? ¥ Why do you post to servs? ¥ÊHave you ever had any problems related to being a listserv subscriber? (spam? being edited? being flamed? personal/telephone attacks? rejected posts wich you disagreed with?) ¥ÊHave you had any real-time interaction with anyone on the serv? ¥ÊWhat do you get out of being a serv subscriber? ¥ÊHas it helped you or your business? What have you gotten out of it? ¥ÊWhat have you learned through the serv that you would not have learned anywhere else? ¥ÊWhat suggestions do you have for people who want to join listservs? Is it worth it? ¥Êdo you have any (anonymous, if necessary) comments for posters or moderators that will never make it to the serv digest/email list? ¥ÊWhat are the hottest topics on the online advertising/commerce servs you subscribe to? ¥ Do you think anything is not being discussed that should be? Do you think servs and like email interactions are important for businesses? Why? ¥ÊDo you think there are sacred topics/information that will not/is not discussed/traded thorugh listservs? Why? ¥ÊIs using a listserv a good idea? Are there any pitfalls? (such as spamming?) ¥ÊWhat suggestions do you have for people who want to start their own listserv? ¥ÊWhere should people go to look for a serv related to their interests? ¥ÊAre they easy to use? ¥ÊWhat is the difference between a listserv and a newsgroup? Are there any onther like Internet email lists or groups peoepl can use to get information for specific topics? ¥ Which are the best business/online advertising/online commerce servs and why? ¥ Any additional comments....? PJ Hruschak EMAIL: phruscha_at_saed.kent.edu Digital Kent Stater URL: http://www.saed.kent.edu/Stater/ OFFICE: (330) 672-3250 FAX: (330) 672-4880 -------------------------------------------------------------------- ***************** BANNER SWAP MEET ***************** -_-_-_-_-_-_-_-_-_-_-_-_ The Washington, D.C. Motorcade Find stores and restaurants convenient to your route! Darren J. Dobkin, http://www.motorcade.com -_-_-_-_-_-_-_-_-_-_-_-_ Alana's Online Classified Ads - Free classifieds for 2 weeks! http://www.cdmnet.com/jordan ajordan_at_cdmnet.com -_-_-_-_-_-_-_-_-_-_-_-_ American Individual Magazine and Coffeehouse http://aimc.com/aimc "The gathering place for entrepreneurs and individuals following their own paths." Chuck Locurto, aimc_at_ultranet.com -_-_-_-_-_-_-_-_-_-_-_-_ AAutoFleet Discounted Auto FLEET PRICING To Public E-mail -_-_-_-_-_-_-_-_-_-_-_-_ The Volition to get FREE STUFF! http://www.volition.com/ Ray Sola Highest Rated Free-Stuff Site in Point's "Top 5% of the Web" catalog. -_-_-_-_-_-_-_-_-_-_-_-_ Eric DePrano - President, Net Discount - PHONE (310)558-4234 http://net.discnt.com----eric_at_net2.discnt.com FAX (310)558-4233 [525,000 Visitors/month][5.3 million hits][$25 per page/mnth] Web page design & service, Market Consulting & Research, Web Site Promotion -_-_-_-_-_-_-_-_-_-_-_-_ Catalog Site: The Original Resource Guide of Great Catalog Companies. Gary Baker, http://www.catalogsite.com -_-_-_-_-_-_-_-_-_-_-_-_ Multimakers Alaska's Best: Alaska's Premier Online Magazine. http://www.alaskasbest.com -_-_-_-_-_-_-_-_-_-_-_-_ 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/partner.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, Archives 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 week's sponsor: InterEdge For more information on this fertile advertising ground, check out our rate card at: -------------------------------------------------------------------- [THIS SPACE FOR RENT] For information on sponsoring Online-Ads, see: ******************************************************************** ---------- End of Online Advertising Disussion Digest ---------

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