Re: Pricing Questionn Re: Pricing QuestionnRemember, advertisers aren't "advertisers," they are producers and/or
sellers of goods and services. They "advertise" as a means to an end.
The advertisers in the creative directory pay top $ because they are
reaching the buyers of their services -- ad agencies, marketing and
communications professionals, buyers of freelance services, printers, etc.
These companies are paying top dollar for ads because they know they're
getting results. For them to take a flyer on WWW is quite risky. These
people's dinner depends on the successful sale of their goods and services.
How certain are you that this target population of 10,000 (1) has Internet
accounts, (2) uses them, and (3) has Mosaic/GUI interface? Despite the
fact that hundreds of companies are registering domains every month, my
experience is that in non-technical companies, only a handful (say 4 out
of 60) are using the Internet. In many big companies, the users of
Internet access tend to be in the R&D area, not marketing, purchasing, etc..
The CD-ROM usage you mention may have little to do with Internet/online
services usage.
In BBS days, would it be worth it for your client to create a BBS and give
everyone accounts and not print. Sure, and I'll go in and create the
printed directory again.....
We can't forget that we have to work with people where they are.
Innovators and early adopters are not the bulk of the market. That's why
when I see queries about "selling wine to hoteliers through the net" and
"selling gourmet pies through the net" frustrates me sometimes.
If everyone jumps ahead of the market, failures and big financial losses
will mess it up for all of us.
At this point, like GE's 800# service Answer Center, a big part of the
Internet is relationship building/enhancement. Play to that strength.
And figure out how to make the other pieces work.
P.S. on a related thread, the book {The Consultants' Contract and Fee
Setting Guide} by Howard Shenson is a great book on figuring out how much
to charge for services and _knowledge_ rendered.
Richard Layman
Computer Television Network
rlayman@capaccess.org