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Guru Search Results: 48 matches were found

Friday, November 03, 2000 #3943
Hello Guru, I was wondering if you knew what - a Portal with 6+ websites aimed at a specific target market (globally/translations) with over 40M unique hits per annum and exclusive branding rights to the site with over 2000 pages - be worth to an Advertiser. As we are not doing banners, the advertisers Logo and Branding will be intergrated in with the design and layout of the page and site. We have been told by various Marketing Sources $10-20M (USD) per site but as Branding on the web (in this format) is relatively new, there are no guidelines yet. Your input and comments would be very appreciated! Wayne Sharp

The Media Guru Answers(Tuesday, November 07, 2000 ):
40,000 "unique hits" per year is extremely few as commercial sites go. The Guru assumes you mean "unique visits" as "hits' doesn't make sense in this context. In fact, neither does "uniques visits per annum." The Guru imagines you are adding up 12 months worth of unique visits, which may not be mutually unique.

Your expected pricing of "$10,000 - $20,000" per site seems ludicrously high, equating to a cpm of $1500 - $3000. Perhaps your low-traffic site has totally unique content of unique value to specific sponsors?

see Ad Resource for current rate comparisons.

Thursday, August 31, 2000 #3773
do you have any thoughts/research on how effective radio is in driving web traffic?

The Media Guru Answers(Sunday, September 03, 2000 ):
The Guru believes it depends a lot more on the copy and the targeting of the media versus site target than it does on generalizations about a media type, like radio. In radio, being able to memorably convey the URL will be crucial. It probably won't work very well with long or hard to spell site names.

Click here to see past Guru responses on driving web traffic.

Wednesday, August 16, 2000 #3710
I run a educational website with variable traffice (about 150,000 page views per month in July; about 500,000 in February). My ad rep is Burst! (, and right now (first two weeks of Aug.) Burst is serving 90% default (non-paying) banners. Burst says this is due to market conditions. Are they right? Will it get better? Should I be looking for another ad rep.?

The Media Guru Answers(Wednesday, August 16, 2000 ):
August is a traditional slow period in advertising. Also, for the same reason that your traffic lags in August, so might the activity level of advertisers who target teachers or specific types of students or school-related anything. If your rep was doing well for you in February, this might be the case. But there is no harm in having a converation with another rep or two.

Thursday, July 27, 2000 #3658
Do you have any (or know where I can find) research that supports the use of traffic Report sponsorships as a support-medium.

The Media Guru Answers(Saturday, July 29, 2000 ):
The vendors should have the research.

The best resource, in general, is The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Monday, July 10, 2000 #3610
I am currently involved in a market research project. I am wondering which websites AMIC has sponsorships with for banner advertising? I am doing a project on college students therefore I was wondering if you would also suggest websites that will have a high traffic of college students. Can you also tell me approximately what those costs would be?

The Media Guru Answers(Tuesday, July 11, 2000 ):
AMIC is not currently running banners on any other website.

You would probably find a high college student traffic at music download related sites like Napster and MP3, graduate school listings like US News and college text book discounters like Varsity Books.

Sunday, June 25, 2000 #3574
When planning an integrated campaign involving both online and offline advertising (print, press, billboards, radio etc.) how do you track the effectiveness of those advertising activities back to the traffic on the website. (other than asking them) How do you measure the effectiveness of the individual offline campaign components against one another in order to know which of the offline components is pulling more than the others?

The Media Guru Answers(Monday, June 26, 2000 ):
The Guru can only think of one possibilities other than "asking them" either online or offline: In each ad use a variant of the URL so that you can measure traffic to each variant page.

Tuesday, June 20, 2000 #3562
I would like to know which reports as to my web advertising I should except from the web site I advertise on. If you have any examples of empty reports as to the traffic in my web page/banner clicking figures - that would be great thanks ifat

The Media Guru Answers(Tuesday, June 20, 2000 ):
The miniumum basic report expected from any commerical web site would be banner exposures and click rates. Typical frequency is monthly. Sites could also break down exposures and clicks by pages associated with the exposures and clicks and the geography of the persons exposed and clicking.

Other than the basic exposure (impressions) and click count nothing is truly expected unless part of the deal. If you are buying a flat advertising rate, without cpm or audience guarantees, even that data may not be assured.

In any case, this basic data is too simple to need standardized reports. How many ways are there to arrange two numbers?

Friday, June 09, 2000 #3545
Are there any industry "benchmarks" for response rates or cost per response for driving traffic to web sites through ads in tradional "offline" media? For example, if you run a print ad for a dot-com, what response rate should you be able to expect in terms of people visiting the site?

The Media Guru Answers(Sunday, June 11, 2000 ):
The Guru hasn't seen "benchmarks" for print ads' reposnse as web visits.

A lot of variables effect ad response. There is some data on print ads for web sites at Cahner's and in the The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Tuesday, June 06, 2000 #3535
Hi Guru I think this service is super.Congrats. Now for my question: I am trying to value the cost of an web-alliance and in doing so ,need to define metrics for the alliance. The alliance is basically sponsorship and we will look for exclusivity.What are the metrics you would consider?Which are tangible and how would you measure it?I have looked at CPM,Cost per Click etc.Also,what are the costs for opt-ins ,like email addreses etc.? Your inputs will help a great deal. Thanks Ash

The Media Guru Answers(Sunday, June 11, 2000 ):
Obviously, the answers depend on the goals. An ecommerce site wants to produce sales. Clicks that don't lead to sales are not worth measuring. An ad-supported site wants traffic. Clicks and page loads at the target site are what matters.

The Guru is used to seeing email impressions valued comparably to web impressions, and clicks from email parallel to clicks on the web.

Tuesday, April 25, 2000 #3420
We are putting together a sponsorship package that incorporates TV spots, our company newsletter, our website and our fleet vehicles -- is it possible to estimate a combined reach/frequency for all four mediums combined?

The Media Guru Answers(Tuesday, April 25, 2000 ):
The TV is easy, using standard methods, of which you are probably aware.

The other estimates must start from simple counts of the newsletter circulation, web traffic and - the toughie - persons exposed to your fleet. Most simply, after getting a standard TV reach, convert the other media impressions to ratings and combine by "random probability."

Saturday, March 11, 2000 #3308
This is a follow-up to my question of yesterday, regarding cost per web visitor for the major media. The data to which you referred me were very useful, and I thank you for that reference. As you note, however, nothing is provided there (or anywhere else I have searched) to determine the rate at which such CPM actually results in a web visit. Any thoughts on sources, or a means of reaching an educated guess, on that all-important information? Thanks again and best.

The Media Guru Answers(Saturday, March 11, 2000 ):
t was not clear that you were asking about other media being used to drive web traffic. The Guru thought you were considering these media as competition.

Keep in mind that the ad itself may be more important than the media vehicle. On January 2, 2000, the NY Times ran an article on ecommerce giving a comparison of web visits versus traditional ad impressions, thought these were not identified by media type except for TV. The range was enormous, from one visitor for every 2.7 TV impressions at to one per every 2977.3 at Of course, the number of impressions in other media is not considered in this ratio.

Wednesday, March 08, 2000 #3299
I am looking for a salary survey for traffic coordinator, production artists, designers, Art Director, Creative Director in the Northern Virginia, Washington, D.C, Maryland area. Large corporation. Mainly working in print collateral, some web

The Media Guru Answers(Friday, March 10, 2000 ):
This is not a media question of course, but you should be able to find salary survey information in the archives of the major trade media, like Ad Age.

Sunday, January 30, 2000 #3171
Guru, I am currently trying to put together a newsletter for clients of my radio station. The newsletter would be about our new website and pertinent facts that would entice the clients to become more involved in the site. My questions is: What are the most important topics to cover when telling a client about how great and effective a website is?

The Media Guru Answers(Sunday, January 30, 2000 ):
The Guru asks:
  • What is "great" about your website


  • Why should the client care?

Are the clients getting free ad space as merchandising for their radio schedules? Are you trying to sell them ad space on the web site? Is the website creating marketing tools for the clients? If none of these, why would they care at all about the web site?

So if one of those is the answer, then the greatness and effectiveness will be in the site traffic, number of vistors, length of visit, frequency of visit or sopme user interaction with the site that effects the client, like contest sign up, listener club sign up which creates a database available for client use, etc.

Tuesday, January 18, 2000 #3128
Is there any quantitative research for monthly traffic in shopping malls...for example, in the month of December "X" amount of people shopped in malls....and so on for January, Feb, March etc...???

The Media Guru Answers(Wednesday, January 19, 2000 ):
The best source would likely be a shopping center association like International Council of Shopping Ccenters.

Another possibility is The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Thursday, December 30, 1999 #3081
Has there been any studies that have been done to analyze the synergies between Print and internet Media ?

The Media Guru Answers(Saturday, January 01, 2000 ):
"Synergies" is an extremely vague term. There are studies to show how well print advertising brings traffic to web sites. There are studies of net reach of the two media.

If you can make your query more specific, you may find relevant research at The Magazine Publishers' Association, Cahner's or Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Thursday, December 02, 1999 #3016
How do you feel branding issues will be answered in on-line media. Currently it is mainly response driven advertising. What are likely to be the best ways to improve the brand's images rather than just driving traffic to a site? Also is there any research on the effectiveness of brand driven web advertising campaigns?

The Media Guru Answers(Wednesday, December 08, 1999 ):
Branding can be influenced by media as well as message. True, banners don't do much by themselves to convey a branding message, but one test done by AOL and posted in their media kit area shows some results of awareness generated by banners.

A banner must capture attention to be effective in direct response or in branding. Using an interstitial, which is in effect, a full page ad, as the banner's click target, instead of a normal web site can allow a full branding message to be communicated.

The Guru does have his doubts about the potential click rate of a banner which says "Click here to see our ad," but finding sufficiently interesting ways to say it is what creativity is all about.

Thursday, October 28, 1999 #2916
Hi Guru, How is the CPM rate calculated by the web publishers?. what are the criteria adapted by them to arrive on their CPM rate?(say $30 or $40 for every 1000 impression).

The Media Guru Answers(Thursday, October 28, 1999 ):
The CPM = Ad Cost ÷ Ad impressions. Many sites quote ad rates in terms of CPM. That is you can order the number of impression you want your banner to receive, and get exactly that number priced at "x" CPM.

Several issues are taken into consideration in setting CPM prices:

  • Competitive pricing - a site can't successfully charge double the CPM of another with similar audience and content.
  • traffic - up to a point, more size is considered to have a premium value. Then there will be econimies o scale
  • Unique audience- hard to reach demographics are more valuable

Thursday, October 14, 1999 #2874
Media Guru, I have just recently become aware of your web site, and I think it can be a vaulable resource for me as I begin to plan advertising campaigns on the Internet. My first plan has an overriding goal of driving traffic to its web site, with banners playing an important role. Therefore, I was wondering if any measurements, benchmarks or other standards for click-through rates exist for the following: 1) Buttons vs. Banners 2) Half Banners vs. Full Banners 3) Traditional Banners vs. Rich Media/Interstitials 4) Single Banner vs. Multiple Banners on a page 5) Placement of Banners within a page (top/middle/bottom) Guru, any information or insight you can provide would be greatly appreciated, and you would obviously receive full credit for any information I might use in a presentation. Thanks in advance for you help.

The Media Guru Answers(Sunday, October 17, 1999 ):
All else being equal, that is color, animation, etc., bigger banners outperfom smaller banners. Full banners will get 2 to 3 three times the clicks of button banners. Top of page will outperform lower positions, if only because there is a greater chance to be seen, because visitors usually arrive at the top of a page.

Friday, October 08, 1999 #2861
Is there an industry benchmark to determine what effect traditional media advertising has on web site visits. So many dotcoms are advertising on traditonal vehicles it must be working? But can that be quantified?

The Media Guru Answers(Wednesday, October 13, 1999 ):
There are some resources at Cahner's .

The Guru believes that dot com advertising is more adimed at the stockmarket than at traffic building.

Friday, September 24, 1999 #2822
We need to estimate traffic to our website which will launch in a few months. How can you factor in Public Relations activities, word of mouth traffic? Is there some type of industry standard for responses related to print advertising, and PR exposure?

The Media Guru Answers(Saturday, September 25, 1999 ):
There are too many variables. A broad, portal type site might expect much more trafiic from PR than a B to B site or one serving a narrow interest like antique 78 rpm records.

there are some partially relevan studies at Cahner's

Friday, August 27, 1999 #2746
Guru, I am looking for the top web sites for children ages 6-12.

The Media Guru Answers(Saturday, August 28, 1999 ):
The Guru does not believe any of the web traffic measurers are reporting this demographic. You may consider major sites / site failies that logically would draw this audience, like Disney's.

Wednesday, August 25, 1999 #2743
What response should I expect from traditional advertising (TV and Newspapers)for my website? I am most interested in trying to anticipate how much new traffic will come to my site and what effect "branding" will have on my historical click thru.

The Media Guru Answers(Saturday, August 28, 1999 ):
The Guru has seen only a little research on this. One article appeared in the March/April 1997 issue of the Journal Of Advertising Research.

There is also a Cahner's Business Information study, What Drives traffic to A web Site?

Monday, May 31, 1999 #2545
Client has asked on how to advertise on their extranet. What does that involve? Should they use a third-party like NetGravity? How do I get started?

The Media Guru Answers(Monday, May 31, 1999 ):
The Guru assumes you mean the client wishes to sell banner advertisng on their web site. Generally,the web representative firms are not interested in site getting less than 1 million impressions or 50,000 visitors per month. Deals for samller sites offer few advantages to the sites, so self-selling is the best option.

Your client should document, as well as possible, its site traffic and then approach a sales rep if the numbers are big enough or otherwise approach firms with which they do business who could benfit from reaching the same audience as those who would visit your client's site.

Wednesday, February 17, 1999 #2342
what are the outdoor tracking and site evaluation measures that are currently being employed in the US, Canada and UK? Also can you tell me something about OASIS?

The Media Guru Answers(Thursday, February 18, 1999 ):
Outdoor is essentially measured by sporadic checks of traffic past posting sites. One company with expertise in outdoor media analysis, and which serves all three countries is Harris Media Systems (a sister company of AMIC's)

The only "OASIS" relevant to media, of which the Guru is aware, is a technology which "allows almost any web page to be delivered to a variety of non-PC environments"

Wednesday, February 10, 1999 #2317
We are looking for "big ideas" to increase awareness and drive traffic to a new website. The target is an upscale art enthusiast. We are looking at traditional media and considering other vechicles such as post cards, blimps, etc. We will have on online campaign, but that is separate. Do you have any other good ideas for this type of objective? Thanks for your input! You are great.

The Media Guru Answers(Wednesday, February 10, 1999 ):
The Guru would look for opportunities in conjunction with Art Museums and Galleries. Ads/mentions in programs and/or catalogues, positions in newsletters/mailings announcing new exhibits.

Monday, February 01, 1999 #2301
is there a way to advertise swiftly and effectively on the web, for free?

The Media Guru Answers(Thursday, February 04, 1999 ):
To paraphrase the old saying, you can have it fast, you can have it good and you can have it free, pick any two.

There are many sites that allow free, instantly posted advertising within certain areas, like AMIC's Ad Jobs. But traffic in that area is far less than a paid banner's general rotation, for example.

Targeted sites like AMIC can also post banners in their most effective areas, but charge for advertising.

Why would anything with all the values you specify be free, unless you are in a position to trade reciprocal links or banners?

Wednesday, November 11, 1998 #2146
I am looking for a third-party listing of the top 100 or so websites, ranked by total traffic counts. I don't want to have to pay for the report. It seems I've seen countless articles in the trades with top 100 lists but don't have any handy for websites. Ideally, the source of the traffic would be either @Plan, Relevant Knowledge, or Media Metrix. Do you know if I can get this online somewhere? Thanks.

The Media Guru Answers(Wednesday, November 11, 1998 ):
RelevantKnowledge and MediaMetrix, which have now merged, both used to openly post top sites lists. But not as deep as 100. Since their data is protected by copyright and contract, it is not likely to be on-line anywhere (legally). If you are planning an on-line media buy, one of your potential vendor sites will probably share the data they subscribe to from one of these sources.

Tuesday, October 13, 1998 #2091
dear guru, Thanks for your service.In a broader term,what is Internet marketing?.What are the elements involved in it?.Does it include generating traffic as well as findiing avenues to generate advertisement revenue to a site?.pl clarify

The Media Guru Answers(Tuesday, October 13, 1998 ):
Internet marketing may be defined from various perspectives. It could mean using the internet as a channel of marketing communications for a product or service, or it could mean marketing a web site. You seem to be thinking of the latter.

In this latter case, genrating traffic, ad revenues, order taking are all part of the marketing.

Sunday, July 12, 1998 #1948
Dear Guru, What are interstitials and how are they priced?

The Media Guru Answers(Sunday, July 12, 1998 ):
Interstitials have been discussed by the Guru several times in the past, use the Guru Archive search engine to review past answers.

Some people use interstitial only to refer to animated or interactive pages, but generally they describe any page set up as the target of banner click-thru, where one lands before (or instead of) going to an advertiser's actual site.

Pricing is whatever the traffic will bear and may reflect design and maintenance cost rather than traffic.

For example, AMIC itself offers to create a no charge "mini-page" interstitial for an advertiser buying a year's schedule. This allows advertisers who don't have sites to deliver a full message to viewers. Similarly, in other business-to-business advertising (which is what media's ads for the media buying community are) an interstitial can carry the b-to-b message when the advertiser's web site is totally aimed at their consumer audience.

Monday, May 25, 1998 #1603
our website attracts 1.1 million hits a day.our server is in u.s.a.In recent times a lot of our advertisers start asking demographic and psychographic profile of our reader.And also informations on impression,page view, ad view ,visitor, click-through ratio etc.please enlighten me if they data can be generated,if so who can do these things?.,our server or the I.T.professionals working with us.Also please send me the mode of collecting those informations.

The Media Guru Answers(Tuesday, May 26, 1998 ):
"Hits" literally means entries in a site's server log. A server log entry is made for every file requested by a visitor to a site, as well as for every error, such as incorrect page requests within the site.

One page request, that is, one occasion on which a visitor requests a specific page of a site, may generate 10 or more "hits," since each gif or jpg image file for buttons or navigational images is a file, as is each text page. No one really counts hits as traffic anymore, page requests are the gauge of impressions.

Reading your server log carefully can tell you all about page requests, ad views, clicks, etc. But with over a million hits daily that would quickly become tedious. AMIC uses software called "Hitlist" from MarketWave to produce this analysis. There are several companies that offer comparable services and products.

Tuesday, April 07, 1998 #1561
What is your opinion regarding those web sites that tend to focus on technology. Do these sites usually attract a larger pool of advertisers. I've noticed that Entertainnment sites tend to attract a larger audience, but what about those technology sites. Do you know of any statistics regading such matters?

The Media Guru Answers(Tuesday, April 07, 1998 ):
It depends on how you define "entertainment sites" and how you define "audience".

Relevant Knowledge for example, which uses "unique visitors" as it primary measure, publishes its top 25 sites measured.

6 of the top 12 sites are search engines. The biggest one which is not a search engine is Netscape which the Guru feels gets most traffic by virtue of the fact that most people don't know how to reset the "homepage" setting and so go to Netscape everytime they start their browser.

Others are also "default sites" such as and

Disney/ABC/ESPN is the top entertainment site and Pathfinder, CNN, Wired, MSNBC and Blue Mountain Arts (web greetings) are the other "entertainment sites" on the list.

Microsoft, CNet, and ZDNet are the technology sites listed and they beat all entertainment sites except for the Disney/ABC/ESPN combo.

Tuesday, March 17, 1998 #1533
I am starting an online business soon, and I am perplexed as to what methods to utilize with our limited budget of $5000 per month. I want to initially do my advertising exclusively on the net, and I have been looking into using an interactive ad agency. What kind of targeted traffic should I expect for my budget, and what methods will an agency use to create traffic, besides search engine listings and optimization?

The Media Guru Answers(Friday, March 20, 1998 ):
$5000 might buy just a month of banner display on a major, general audience website. at $10 per thousand impressions. Therefore, you would have 500,000 impressions and perhaps click-thru 5,000 - 10,000 traffic to your site. Of this traffic, you might get 25 - 100 sales, depending on what you're selling.

Other, more targeted sites might sell for less out of pocket, at a higher cpm (e.g $25-$100), but ultimately generate more sales ROI because their audience is more likley to be interested in your product.

Another technique that an agency might use is a revenue sharing model, wherein sites which send you customers earn a share of your revenue from visitors "referred" by their site.

Tuesday, March 10, 1998 #1523
What is the recommended duration to run an initial online campaign drawing traffic to a new web site. 2 months? 3 months? Will there be message wearout? Also should banners be changed weekly?

The Media Guru Answers(Tuesday, March 10, 1998 ):
  • Since your server log will tell you how traffic is building, plan to run the campaign until a desired traffic level is reached or until the growth curve flattens.
  • The research seems to indicate that there is a sharp fall-off in response after 3 exposures to a banner. So wearout will be fairly rapid, if you place your banners on sites with a lot of repeat visitors instead of high turnover, or on related sites that get the same visitors.

Tuesday, December 09, 1997 #1473
I'm preparing to develop a pricing strategy for a non-profit web site. We are looking to obtain both advertising and "development sponsorships" for the web site. Do you know of what other non-profits charge to advertise on their sites, and what other non-profits typically charge for sponsorships? Any advice would be greatly appreciated? Thank you

The Media Guru Answers(Tuesday, December 09, 1997 ):
In the Guru's experience, most non-profits don't carry advertising. But surely some do. You'll need to cruise the "org" sites and see who's got advertising and ask about pricing. The key determinants of ad pricing are usually traffic and selectivity of targeting.

Friday, September 19, 1997 #1416
My company has a server that hosts two international newspapers. We would like to get some large companies to advertise on these newspaper's web sites, but have no idea how to go about getting in touch with the right people, or for that matter, who the correct people to contact are.

The Media Guru Answers(Friday, September 19, 1997 ):
A few of the companies which act as adsales representatives for websites are:


Softbank and


These all, especially the latter two, represent higher traffic sites, i.e. 1 million+ impressions per month. There are numerous other reps, which might be found through search engines like Yahoo

Monday, February 10, 1997 #1052
How do I even begin the Internet planning/buying process ?

The Media Guru Answers(Tuesday, February 11, 1997 ):
1) you already know media planning/buying in general, and
2) you have already allocated a budget expressly to internet (web) media,

Then your question would seem to be how to identify the appropriate web sites and how to evaluate and negotiate with them.Starting poins include;

Search engines which can be used to identify topically relevant sites.

Services such as FocaLink which compile descriptive material as well as audience info about sites into a database.

Specialist web media services such as i-traffic.

There are pure audience surveys such as PC-Meter, and there are traffic counters like Netcount.

Tuesday, October 15, 1996 #1125
Do you have any suggestions for increasing LOCAL traffic? How do I attract people from a specific geographiclocation? (i.e., the site I am currently promoting is anAuto Referral, Free Classifieds, etc. site, and my client,although he wants national traffic, he is very interestedin getting lots of traffic in the Los Angeles area so hecan personally take the referrals into the dealerships. Healso wants to promote certain areas more than others sincethat is where he has subscribing dealerships.) How do Igo about doing this? Please post any advice, or sitesthat would be helpful.

The Media Guru Answers(Friday, October 18, 1996 ):
On the one hand, you are flying in the face of the essenceof the web, it is inherently everywhere with national orother borders being irrelevant. However, you can stilldesire to use the web to market in a limited area.

One simple option is to advertise the site in traditionallocal media, newspapers and local broadcast, etc plus localBBS systems.

Secondly, there are so-called city sites, aimed at promoting local business and entertainment, and if there isone such in your area, it would be ideal for an adplacement.

Yahoo has also established some city specific search engines. Yahoo is also a good placeto search for other city centric sites with which toexchange links.

There may also be newsgroups or mail lists devot4ed to yourgeographic area or sales arena which would be useful

Liszt is an excellentsearch facility for topical e-mail discussion lists.

Thursday, September 26, 1996 #1138
How do you measure usage on the internet? Is thereany accurate way of doing this? If so, who is the companywho does this?

The Media Guru Answers(Thursday, September 26, 1996 ):
Assuming you mean website visits, there are several ways. webs sites genearlly have logs which track this. There are sites, like webcounter. There are services which "audit" site traffic like Neilsen I/PRO I/AUDIT, and others.

You'll often see the logos of these services on the sites they audit

Tuesday, July 30, 1996 #1174
What is a good source(s) for evaluating the impact of advertising on the web for a multi-media plan? Also, in your opinion, what is the value-added the Internet or web in particular has to offer an advertiser than other media does not?

The Media Guru Answers(Wednesday, July 31, 1996 ):
Sources for evaluating impact will probably be scarce for a while...when will there be an advertiser big enough to have a prototypical "cool" web site who is willing to test the web's ability to sell without other traditional advertising support?

Some of the B to B media sites might be close. There seem to be a few logical analytical steps that someone considering WWW advertising could go through if they're not prepared to spend on actual research.

Consideration 1:
Does the target participate in the web to an extent that could even conceivably affect sales if the site was a raging success in drawing traffic?

IE the Ragu site is frequently mentioned as one of the coolest, but what fraction of Ragu's probable target audience (Working LOH 25-54, maybe?) is a regular web user -- not merely having "access."

Consideration 2:
Is there some logical connection of the web to the advertised product/service that could add value, eg computer or entertainment industry or some other where the web could provide an interactive demo or sample.

Consideration 3:
Is building a database of visitors of particular value?

Consideration 4:
Is there any clear marketing goal that the web can achieve better than traditional marketing communications.

Just so this doesn't come across as the Guru downplaying the web, recognize that it is of value to certain advertisers to be perceived as cool, leading edge, etc and the web is today's ultimate credential in that arena.Yahoo or AltaVista can find you others.

Monday, June 10, 1996 #1203
The company I work for has a wed site that we would like to have other companies advertise on. In essence, we have web advertising space for sale. I am trying to track down companies that will consult with us on how to best go about doing this. As part of the consulting, we are hoping to have a company that will direct advertisers to our site. I am having trouble coming up with a list of such companies. Any help you can provide will be appreciated. I have found two companies, Media Market (by and webtrack, but so far, that is all.

The Media Guru Answers(Monday, June 10, 1996 ):
Companies that sell web advertising space include webRepand Katzalso,i-trafficmaintains a listing of web sites accepting advertising, and SRDSprints an Interactive Advertising Resource volume.

Saturday, May 25, 1996 #1210
Hello: "I had a dream..."...Do you know any listing of advertising/sponorship-rates for web marketing as wellas counted visits or PageViews???

The Media Guru Answers(Sunday, May 26, 1996 ):
The Guru has frequently mentioned i-traffic for this sort of information. webTrack also lists ad sites.

Tuesday, April 23, 1996 #1240
Do you know of any list/directory of sites that accept advertising ?Thanks,Ron

The Media Guru Answers(Tuesday, April 23, 1996 ):
Two are on-line at i-traffic and webtrack.

Off-line, SRDS (Standard Rate and Data Service) has a new guide called (approximately) Interactive Media Resource.

Wednesday, April 17, 1996 #1242
When did companies start advertising on the internet.

The Media Guru Answers(Thursday, April 18, 1996 ):
According to Guru-in-Training ArielleWeinstein of i-traffic, a web MediaPlanning firm:

If you are using the term "Internet Advertising"according to today's definition: a logo, or banner on a website that will link the visitor to another website if he clicks on it, then here's your answer:

"The first banners appeared in August of 1994 on Hotwired'swebsite, after the site solicited several agencies to have their clients become charter advertisers. MCI and Saturn were among the first to put up banners on the world wide web."

If you mean the whole, 30 year old Internet, the answer maynot be traceable at this date, but if the Guru learns more,it will be posted.

Wednesday, March 27, 1996 #1253
what is the going rate for advertising on web sites?

The Media Guru Answers(Friday, March 29, 1996 ):
The various trade publications often discuss this data.Ad Age is one, and most libraries have it on file if the web site doesn't. CMP, Meckler and other computer publishers may such articles filed on their sites.

Finally, i-traffic, a web media planning / buying service, maintains a listing on their site.

Wednesday, March 06, 1996 #1268
I am developing plans for an online publication and am need of some advice regarding advertising sales. I'm looking for a resource that can review my plans for editorial content and data I've collected on my potential competition and offer projections on traffic and advertising revenue. I'm also looking for a heads up on where to find the rate cards of selected online publishers.

The Media Guru Answers(Wednesday, March 06, 1996 ):
One firm that could answer both your needs is i-traffic an on-line media planning service which also maintains a site providing traffic and rate data for major web advertising sites.

Friday, February 09, 1996 #1766
I plan on launching an ol-line magazine and in doing research have discovered the provider I have an account with for access currently has told me they "don't do web sites for customers who will in turn rent out that space to someone else". I, of course, want to rent out ad space on my on-line mag. Is this a common practice? Or am I dealing with some small timers? I plan on getting clarification, but thought I'd ask the master.

The Media Guru Answers(Friday, February 09, 1996 ):
The guru believes you are dealing with very shot sighted small timers. It is not unusual for providers to have a different rate structure for "commercial" (ad bearing) sites versus personal web pages. Personal home pages may be part of a $15 per month interrnet access package while the same provider charges $50 - $5000 per month for commercial sites, depending on storage, traffic, cgi programming, domain registration, etc. There may be some which prohibit reselling ad space; the web is too new to have absolute standards, as yet.

Many providers aggressively pursue such business. It should be easy to find a local one interested in your business. If you are in the NY area, try

Monday, February 05, 1996 #1767
What are the rates and subscriber profiles of the most popular web sites? What are the customer profiles of AOL, Prodigy and Compuserve?

The Media Guru Answers(Tuesday, February 06, 1996 ):
The "most popular websites" don't have subscribers, they have visitors who come and go without establishing relationships. Netscape, which may have the largest access count, if only because their browser defaults to Netscape's home page as it's start-up URL, and most users haven't learned how or bothered to change it. (At an estimated 3 million weekly accesses it's been said to charge $15,000 monthly for ads.)

Many major sites don't have "guest" registration procedures that capture even minimal demographics of visitors.

Rates of web sites have not been thoroughly compiled. trafficResource is an ambitious effort to compile rates and traffic for the top sites, but is apparently not generally accessible at this date.

Standard Rate and Data Service has an Interactive Advertising Resource, but it would be difficult for a printed guide to keep up with the web.

AdAge has a compilation of its Interactive Media articles available on-line. These have frequently discussed rates and traffic.

For profiles of AOL, Prodigy and CompuServe customers, MRI has included the "Big Three" on-line services as brands in its latest study of media and product usage.

Thursday, January 25, 1996 #1776
I am currently designing a study to measure audiences of electronic publications on-line and on the Internet. Two questions: 1. What work is being done on this at present, and 2. Which organization would be able to give me the best "standardization" advice?

The Media Guru Answers(Friday, February 02, 1996 ):
Nielsen, web Track and NetCount are among the companies measuring web audiences. trafficResource maintains a site listing top sites measured and is moving toward some standards of evaluation of advertising opportunities.