We take a different approach. We have specific ad rates for specific
sizes of ads - with special rates for "sponsorships" of specific
products. We are structured like magazine ads, but are pricing
against both magazine ads and direct mail. Our targeted advertisers
are mfg. or suppliers of natural health-related products and
services; to date, they have marketed via magazine and direct mail,
so they are comfortable with the idea of putting an 80-page catalog
online for a price lower than a full-page ad in a slick/glossy health
magazine.
We go on later this month (visit our downloadable demo at:
<a href="<a href="http://www.healthworld.com/demo">http://www.healthworld.com/demo</a>">http://www.healthworld.com/demo</a>)
but have had little trouble selling ads, pre-launch -- though I
expect much greater sales impetus after our launch.
One approach that is working for us is we've put a couple of catalogs
(one from a major health foods/supplements catalog-sales firm and one
from a leading topical bookstore) -- so advertisers are supporting
products of theirs we already "carry" through these catalogs.
By keeping our rates below market until we have a substantial hit
count, we are closing sales. With our aggressive marketing, planned
for the short-range post-launch timeframe (with ongoing PR/promotion
and online listings), we expect to generate sufficient hits to
justify quick and significant rate increases.
Bottom line: Our ad approach SEEMS to be working -- even among
direct-supply manufacturers/suppliers, who pay us a healthy
commission on each sale ALONG with the basic ad rates.
Hope this helps.
Ned Barnett
Marketing Director
HealthWorld Online
ned@healthworld.com
800-281-4396
Still have openings for qualified sales reps - we have far more pre-
qualified leads than we can pursue, and with the Anaheim show next
week, we expect to triple our lead-list. HELP!!!
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