<i>&gt;&gt;&gt;...... we get 30k plus people a day, and rank as one of the largest</i>
sites on the Web (according to Web21, our Jukebox alone is #29).
According to some advertisers, that is not enough.
<i>&gt;But, before you get discouraged, we do get ads sold because of who comes</i>
<i>&gt;to our site. If your site attracts a very specific demographic, you can</i>
<i>&gt;attract advertisers who want to sell to that market. But you still need</i>
<i>&gt;numbers, and the numbers must be growing.</i>
As with TV, there are (at least) two kinds of advertisers
on the web -- image-building &amp; direct-response.
What you say Mark is very true - especially for the image-builders.
But what about those growing number of us who are trying to
figure how to get traffic to come &amp; buy product off our site.
Does a CPM model work... even at $30/1000? Probably not.
How about a PI (per inquiry) where you give me a percentage
of your sales... maybe, but it could be an auditor's nightmare.
Then there's the click-thru rate. Hmm. Seems like more sites are
willing to consider it -- especially the small to medium size
500-5000 visitors/day sites.
But do DR-Web marketers have a chance at Yahoo, Hotwired, etc.?
Probably not. Say they can get $50/1000 exposures. But exposures don't
mean much to a DR site. It needs click-thrus, but not for $100
to $500 per 1000 clicks- that's red ink &amp; cyber splat.
As Mark points out, smaller sites, even with tight demos,
have trouble commanding anything close to the big guys.
So there you go all you aspiring direct response moguls.
Go put up your banners on smaller MUCH more hungry sites
&amp; it could be win-win(fall) for all!
That is, as long as you've really tested the sugar out of your banner.
I remember a National Enquirer space broker telling me that DR print guys
would flourish or fail on something as minor as font size on their
headers. Talk about a science. And if you think print's tuff, try a TV
infomercial. One wrong intonation could even kill an OJ tape sale.
Well guess how sensitive web response is to graphic text &amp; images
artfully folded into a banner? In one test we found reversing
two words (before &amp; after the word- and) created a big jump
in click-thrus to our site.
So now that you've built IT &amp;
you've got em coming,
how are you gonna close em?
Subject of next thread?
To those few remaining who didn't scroll around this monolog-
thanks for listening.
~josh reynolds -------------------------*
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