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Media Guru

Guru Search Results: 32 matches were found

Monday, June 25, 2001 #4519
I work for a upcoming magazine publication, how do we get advertisers?

The Media Guru Answers(Monday, June 25, 2001 ):
advertise in
  • Media trade websites, like AMIC
  • Trade magazines, like Ad Age
  • Trade publications in industries that are covered by your publication

Hire sales staff.


Tuesday, February 20, 2001 #4197
Hi Guru, we have just added an ad management tool to our newly re-designed website and are working on our rate card now. Our site averages approx. 450,000 impressions per month. Does a $30cpm for a full 468x60 ROS banner seem realistic? We plan on asking a minimum of 50,000 impressions, but is this typically sold per month or based solely on impressions? Also, are cpm's typically gross or net?

The Media Guru Answers(Thursday, February 22, 2001 ):
$30 is a somewhat above average CPM for a site with no special audience. See Ad Resource.

Buyers will ask about cpm and 50,000 impressions is a reasonable minimum for an interested party if you can interest serious advertisers. If your content is such that it's mostly going to attract "mom & pop" advertisers, $1500 might be a bit rich.

CPMs may be gross or net (AMIC quotes net), but be explicit whichever you use.


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.


Friday, August 18, 2000 #3717
Guru - I am new to the internet advertising arena. I find myself confused about the relationship between advertising server softwaress such as doubleclick, advertiser campaingn reporting softwares such as Ad Inelligence, 3rd party internet advertising auditors such as ABC. Can you describe how all these softwares interact, what purpose advertisers and advertising sellers use them for and who is using them... Also, do you know of any website that lists all of these companies categorically?

The Media Guru Answers(Saturday, August 19, 2000 ):
  • Ad server software causes the ad to appear on a web page. Companies like DoubleClick work for advertisers, putting their ad on the various sites bought for the campaign. Of course, server can tell the advertisers how may times each ad was served on which sites, and according to whatever standards of geography or demographics or content was planned. This is an "ad-centric" measure.
  • There are various modes of campaing tracking, but these tell the advertiser how many and/or what kind of people have seen the ad. This is a "user-centric" measure
  • Auditors like ABC Interactive describe the proces as
    Verifying that the data recorded in the access log is authentic (i.e., that it actually occurred). and
    Verifying that the data in the access log supports the activity claims of the Web site and that those claims are reported in accordance with the industry standards.
    This is the "site-centric" measure.
The Guru doesn't think there is any one list of all these services.

A pretty good cross section could be found by searching The Industry Standard site for terms like "metrics," "server software" and "auditor."


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! (burstmedia.com), 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.


Wednesday, May 10, 2000 #3456
I would like to ask three questions: First, is there a website that provides guidelines for advertising on the Internet. Our company only provides services in certain areas and want to evaluate how we can reach these areas using the internet. Secondly, are there any other alternative ways to get messages across besides traditional TV, radio, print and outdoor? Thirdly, is there a website or service that reports spending on ad circulars (for instance, DirecTV in a Best Buy ad)? Thanks,

The Media Guru Answers(Saturday, May 13, 2000 ):
  1. The Guru doesn't believe there is any website specifically providing an unbiased guide to internet advertising. Many of your questions might be answered by looking up past Guru queries and responses in the Guru Archives Search Engine. Use your various topics as your search terms.

    The Internet Advertising Bureau and C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) are sites with good, general information.

    If your key issue is advertising to a specific geographic area, you can advertise on sites providing local information, which today exist for most localities, or you can buy geographically specifc impressions from most major, commerical, consumer-oriented sites.

  2. There are always new, unique non-traditional media, such as skywriting and cross promotion. But since the new ones are new they are not generally known until you stumble across them or unless their sellers find you.
  3. The Guru also doesn't believe there is a service which tracks specific products within stores retail ads. In some cases, where these represent co-op deals there may be some record, but generally, not.


Tuesday, March 28, 2000 #3350
I am asking a follow-up to the performing arts corporate sponsor question and the value of their logo on our website. Thank you by the way for your prompt response - it has been very helpful. Could you also give me an idea as to the value of a link to the corporate sponsor's webpage?

The Media Guru Answers(Tuesday, March 28, 2000 ):
If by this you mean you will make the sponsor's logo on your website "clickable" to link to the sponsoe site, that is the same pricing as mentioned previously for impressions; the typical web ad impression is mad by a clickable banner which links to the advertiser's site.

Some deals are made on a cost- per-click basis. On this basis, clicks are selling for a ridiculously low 25 cents. It is not a good deal for a site. When a site sells impression for a $40 cost per thousand, it needs to get $8 per click as an equivalent.


Monday, March 27, 2000 #3341
Hello I am currently enrolled in the 3-year advertising program at Mohawk College in Hamilton, Ontario, Canada. In response to a class project and of great interest to me, I am in search of answers to the following questions regarding obtaining a career in the Internet advertising field. 1. What programs are used in the creation of Internet advertisements? 2. What are the job titles and descriptions of jobs within Internet advertising? 3. What are the specific qualities looked for when hiring a person for Internet advertising? 4. How does Internet advertising differ from other forms of advertising? 5. What should a student keep in mind and focus on while attending school in order to further their changes in Internet advertising related career? 6. Is there an organization solely devoted to Internet advertising? 7. What forms of Internet advertising are offered? (Ex. WebPage design yes, banners, etc) 8. When should a company inquire about Internet advertising as a form of advertising? 9. How long has Internet advertising been around and how has it grown throughout the years?

The Media Guru Answers(Monday, March 27, 2000 ):
Since this is the Media Guru, we will address those of your several questions which relate to media issues.

  1. Not a media question
  2. Other than "webmaster" all internet advertising media titles are approximately the same as in other media: General manager/publisher, sales manager, sales account executive on the website side; Media Director, Media planner, media buyer on the buying side. Some companies may have invented special titles either to reflect their individuality or special business structure, such as "Channel manager" when selling multiple sites that can be grouped topically
  3. There should be no specific qualities sought in hiring media people for internet purposes rather than any other media, other than possibly better computer skills and internet familiarity. It was not unusual, in the early days of internet advertising, for employment ads to be signed only with a website or email contact information, so that those who didn't understand such information wouldn't apply.
  4. The chief differences of internet advertising versus other media include:
    Interactivity: Any consumer action in response to an ad generates a reaction by the internet
    Combines the full animation potential of TV with the detail capability of static print
    Consumer action in response to an ad 'place-marker', i.e. the banner, is required before the full ad, i.e. the click-thru target, is exposed
    Unlike other media where the medium's full audience is attributed to each ad, the internet allows us to count actual ad exposures
  5. A student should take any internet courses offered in addition to the full standard advertising curriculum, if working in internet media is the only goal.
  6. There are several organizations devoted solely to internet advertising: The Internet Advertising Bureau, which is the Web site owners trade group, C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) which is primarily, if not exclusively internet focused, is the advertiser/agency internet trade group. Of course there are numerous internet sales representative organizations and ad agencies/media services.
  7. Internet advertising forms include websites, banners (meaning any less-than-full-page ads displayed on websites) interstitials, and e-mail advertising. Within e-mail advertising are three principal types: ads as sponsorships, inserted into subscription email newsletters and discussion group posts, Opt-in email, where the recipient has actually agreed to receive by email commercial information from the sender, and SPAM, or Unsolicited Commercial Email, which is commercial messages posted to newsgroups or sent by direct email. This last is completely disreputable and banned by most consumer ISPs.
  8. An advertiser should consider internet advertising alongside all other media when selecting media for any plan. Internet media should be used when it offers an advantage in efficiency (quite rare), an opportunity to reach an otherwise difficult-to-reach prospect, or the opportunity to deliver a message of a kind or in an environment which enhances message impact.
  9. Internet advertising of one sort or another has probably existed since the early days of the internet. As a real medium, internat advertising is traced to the beginnings of the commercialization of the World Wide Web at the end of 1994. The year 2000 will generate over US$5 billion online ad revenue


Friday, March 24, 2000 #3337
I am trying to evaluate media value of our website. We get about 4000 hits daily and anticipate greater number of hits as we advertise and develop the site further. What would be the estimated media $ value for banner advertising? Thanks,

The Media Guru Answers(Friday, March 24, 2000 ):
Let's assume when you say "hits" you mean page loads or page impressions, since "hits" literally means server log entries. A single web page can include 10, 20, 30 or more files of text, pictures, decorative graphics and banner ads, which cause server log entries, when a visitor requests the page. The ad banner impressions you can sell relate to page impresions; but as you will have seen, there can be multiple ads on one page.

As media value, the range of selling prices for ad impressions is anywhere from under $2 to $200 or more. The difference depends on the rarity and desirability of the web site's audience. Let's assume the average, for specialized web sites, is about $50 per thousand impressions.

So if you have 4,000 page impressions daily, or 120,000 per month, when you put an ad banner on every one of those pages, you might charge the advertiser $6000.


Friday, February 11, 2000 #3208
We are in the early stages of learning more abouthow internet banner advertising works and how ads are priced. Could you please help me with answers to the following? Can banner ads be placed locally, regionally and nationally? How are the rates structured - cpm? How do companies who measure website audiences determine the number of viewers? Regarding advertising costs, is there a range of what an advertiser expects to pay for banner ads? Do you know what the name of the ads at the top of the home pages are called? What about the ads that typically appear to the right as you scroll down - do they have a name or term? Thanks Guru.

The Media Guru Answers(Sunday, February 13, 2000 ):
  • In principle, all sites are accessible to all internet users. Web servers can identify the location where a web user's ISP is based and decide whether to serve specific pages or ads on that basis. The big flaw in this capability is that users of the giant, national web connectivity providers all appeat to be located at the providers' locations, such as the Virginia headquarters of AOL.
  • Most banner ads are sold based on cpm. Some are sold based on cost-per-click or share of revenue created by click-thru visitors who buy on the advertisers' sites. Others are based on a flat price.
  • The Guru is aware of cpms from under $2 to well over $100 for highly targeted sites with specific, proven value to an advertiser. The majority of sales are falling between $10 and $50, and the average is probably about $25 -$30 today. Cost per click is in the 25 cents to $1 range. With today's average click rate of around 0.5%, that equates to a cpm of $1.25 to $5.00
  • Web audiences are measured in many ways. One, which the Guru prefers, is by "metering." Software is placed on the computers of a large sample, perhaps 10,000 or more. The software tracks the users' web site visits, and on a schedule reports the activity to the measurer's computers for compilation. MediaMetrix is an example of this type of measurement.

    Another is a survey, such as the ones conducted by MRI which asks another very large sample about their web activity. This type of measurement is capable of much less detail, relies on memory, and can only report the largest sites, a fraction of those reported by metering.

    The third common measurement is analysis of a site's own server logs, preferably with a third party audit through a service such as ABC Interactive

  • When ads are sold on a cpm basis, the cost can be flexible, and advertisers can order $500 or $500,000 worth, based on the appropriate number of impressions at the agreed cpm.
  • There is no special name for a top-of-page banner. Such a postion may be part of a site sponsorship, just a rotating banner or a fixed, premium-priced position. Ads down the right side, typically smaller, or square or vertical have names for the shapes, but may be placed under a variey of deals, like the top-of-page banners.


Tuesday, November 02, 1999 #2928
Guru: I'm trying to plan an online media buy for branding purposes and having a hard time devising a formula for adequate impressions levels. I think % reach is a better way to go, but what's the optimal % reach for online branding on a website (high enough frequency without waste)? Thanks!

The Media Guru Answers(Wednesday, November 03, 1999 ):
It is very early in the scheme of internet reach models to imagine that there are standardized formulas.

You are correct to think that "branding," which means different things to different people, but seems to be about awareness in most definitions, depends upon reach.

But reach in relation to internet impressions is a curious thing. As in all media, it depends upon duplication between one day's visitors and the next plus duplication between one site's visitors and another site's.

When reach formulas are created, they begin from examination of the actual reach and frequency in real advertisers' schedules.

In this connection, it is instructive to visit the "Top 10 advertisers of the Month" page at Nielsen//Netratings, a web audience research firm. In the month of September, 1999, the #1 advertiser, in terms of impressions, was TRUSTe, with 945 million immpressions and 25% reach among persons with internet access. But Amazon.com, the advertiser with the highest reach, at 44%, had less than one-third as many impressions, 273 million. Other advertisers with as few as 103 million impressions surpassed TRUSTe's reach.

The bottom line is that

  • Clearly, there is not a lot of consumer reach possible on the web, if the top advertisers' perform like this.
  • Impressions-to-reach models are going to be complicated to build.
  • We probably need a new definition of "branding" for on-line purposes.


Wednesday, April 28, 1999 #2478
RE: #2475 Yes, Guru, baffling is an understatement, and the bafflement is attributable to the lack of clarity in my previous query. The "station/network branded" products I was referring to are the hand held digital and analog tuners and adapters that drivers can use to access TV station signals and direct them through their vehicles' sound systems. In other words, commuters would have the CBS Eye or NBC Peacock, etc., in the palm of thier hands. The "affiliate-marketing model" makes reference to network and station website hyperlinks that both provide information about this new TV accessibility and generate a shared revenue stream from the sale of the latest hand held tuners. Initially, the increased audience and promotions would be a value-added to advertisers. Eventually market penetration will be large enough to quantify, perhaps by Nielson local diaries. Millions of people already have simple solutions that they can use but are unaware of. We'll tell them how how.

The Media Guru Answers(Wednesday, April 28, 1999 ):
Ahh, the light dawns. Your query is now quite sensible. But if a "branded" receiver only tunes that one station, as your statemnent implies, it wouldn't be too popular. And if the idea catches on, wouldn't radio makers just build in the capability?


Wednesday, April 21, 1999 #2460
What is an average cost per thousand to advertise on a website?

The Media Guru Answers(Thursday, April 22, 1999 ):
The range is enormous, from $5 to more than $100, depending on the narrowness of targeting of an audience. Banner advertising on major, commercial consumer web sites probably averages $20-$25 gross cpm.


Tuesday, March 02, 1999 #2364
Dear Guru: Our little website uses two software packages to track user sessions, impressions, etc. Web Trends gives us daily, weekly and monthly reports, while AdJuggler administers and tracks banner impressions, and reports same to our banner advertisers. Our problem: Web Trends reported total 2/99 page views as approx.144,500; while totalling the AdJuggler reports for each banner yielded 68,500 total banner impressions. What's going on? Our Webmaster claims this huge discrepancy is a function of the way browsers cache pages vis-a-vis ads; our sales manager is awfully frustrated with that answer, and unsure how to explain this situation to prospective and current advertisers. (If we give them the WebTrends total, they'll wonder why their banner is not delivering its fair share of impressions; if we give them the more conservative AdJuggler numbers, our stats are nowhere near as compelling.) Can you shed any light on this situation, or point us in the direction of someone who might be able to? Thanks Very Much, -Chuck

The Media Guru Answers(Tuesday, March 02, 1999 ):
Please understand that the Guru cannot possibly be familiar with the workings of every piece of web site utility software.

With that understood, here are a few possibilities; all of these have caused the same problem here at AMIC until they were understood and corrected:

  • Are you sure every single page of your site displays banners? Some pages deep in the directory srtucture may have been missed.
  • Pages generated by .asp scripts or other "on the fly" systems may not carry banners.
  • Pages served by sub servers, such as those holding data bases or data archives may not be displaying banners. This might be particularly true if there are mixed operating systems, such as using Windows NT for the primary server and Unix for others
  • There may be other possibilities; does one utility detect whether a visitor's browser has images "turned off" and therefore delete banner impressions while counting page impressions?
  • etc.


Friday, February 05, 1999 #2313
I have launched a newsletter for educators who administer a very specific type of program. It's an audience of great interest to sellers of curriculum materials aimed at that very niche. Unlike most subscription newsletters, I'm interested in accepting advertising, but have no idea how high to set my rates. I've got 90 subscribers as of this morning, and it's growing by 10-20/week. I expect that at least 150 people, maybe 200, will see my next issue. How do I determine a reasonable rate? I've also got a website where I post news updates. I'm getting about 20 hits per day, and expect it to dgrow dramatically as poeple find out about it. What's a reasonable rate to charge an advertiser to put his logo at the bottom of my home page with a link to an ad page? Help!

The Media Guru Answers(Tuesday, February 09, 1999 ):
website banner cpms range from $5 to $100 or more, with an average around $30, depending on the number and uniqueness of the visitors or their perceived value to the advertiser.

Newsletter advertising might be in the same range, making an ad worth $1 to $20, but the competitive rates of other newsletters and direct mail costs in your target arena should be considered. In either case an audience of 200 will not justify much of an ad price.


Monday, November 30, 1998 #2187
where can i find information about advertising for news papers? for e.g. advertising for ny tines or washington post. also where can i find information about brand management of media brands?

The Media Guru Answers(Monday, November 30, 1998 ):
Try The New York Tmes and The Washington Post websites first.

For rates of many papers go to Media Passage.

The Standard Directory of Advertising Agencies and advertisers would list brand managers for media brands in those cases where that function exists. The Guru beleves that the function is more likley to come under the control of a medium's marketing director or publisher.


Monday, November 30, 1998 #2185
are there any websites that let you know what industry specific sites you can advertise on?

The Media Guru Answers(Monday, November 30, 1998 ):
If you mean for free, the Guru thinks not. AdKnowledge does this for a fee.


Sunday, October 04, 1998 #2070
My client is a large medical-surgical products manufacturer. Their audience is nurses and sometimes physicians. Their budgets are small, they advertise several products with separate b-to-b campaigns. They are urging me to recommend online instead of or in addition to business print. This does not seem effective to me given their small budgets. Do you have any info on how I could recommend an effective online ad effort instead of using print?

The Media Guru Answers(Sunday, October 04, 1998 ):
Is the goal of adding on-line to add reach or to reduce costs?

In either case, the first step is to identify media which draw an audience of "nurses and sometimes physicians."

Then, the efficiency in audience impressions per dollar can be evaluated as can the total audience which is reachable.

Your first step may well be to locate the websites of the print media you use (and if you find these, they may offer free on-line ads as merchandising for your print schedule). Other possiblities are the sites of non-competitive advertisers who share your target.

Once you have explored these possibilities, you can decide whether you can make an effective recommendation or can support a decision against on-line.


Sunday, September 13, 1998 #2041
We're about to take our science-fiction website commercial with it's own domain. We have started having inquiries about advertising and sponsorship of different sections. My question is how do I know what a fair price would be to charge for these? Right now we average 8,000 hits per month with little advertising. Once we launch the new domain, we are also launching an aggressive ad campaign so expect that number to multiply rapidly. Our plans for our site can be viewed at www.ao.net/~tachycon/scifispace.html. We plan to launch the end of Sept. Thanks for the help.

The Media Guru Answers(Wednesday, September 16, 1998 ):
The Guru trusts that you mean 8000 "page views" and not literally 8000 hits, which are server log entries and may overstate pages (impressions) by a factor of 10 or more.

Cost per thousand impressions on the web can run from $5.00 to $ 75.00 depending on how targeted the audience is. The lowest cpms are ususally found on the biggest audience. least targeted sites, such as the major search engines. The higher prices will be on very targeted business-to-business site.

This would price your advertising at $40 to $600 per month with 8000 page loads. You would most likely not be valued - for targetting - at better than $30 cpm, and at 8000 impressions, not be very interesting to most major advertisers. On the other hand, the sort of vendor who would attend your conventions might be quite interested.


Monday, May 25, 1998 #1606
what are the types of advertisement carried out in online other than banner advts.?.what are jump pages and interstitials in online

The Media Guru Answers(Tuesday, May 26, 1998 ):
Banners are the most common. The term is used to refer to any less-than-full-page advertisement placed on a web page. Other on-line media, such as e-mail has other ad froms such as simple text ads.

A "jump page" is one form of interstitial. The term "Interstitial" in common terms just means something that is in the gap between two other things. So a web interstitial is a page where you go by clicking on a banner, before actually arriving on an advertiser's web site. This is done because web sites are often about companies in genreal terms and do not do the selling job of an actual ad.

A jump page is typically understood to be a static page with ad copy and a link on top the site. When called an interstitial, it is more often animated in some way or automatically sends the visitor on to the website of the advertiser.


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.


Monday, March 23, 1998 #1544
Our company will soon put itself on the Internet. I would like to know how a potential website advertiser approaches the decision making process of advertising on our site. Will they require our company website statistics, media kit, etc.. If so, should our company approach these advertisers if we are fairly new to the Internet market. Also, what about determining a pricing model? We feel strongly that the site will attract a large audience, but how do we determine what is the standard cost rage for advertisers?

The Media Guru Answers(Monday, March 30, 1998 ):

There are three basic issues that advertisers consider in evaluating your website, and they are all about your audience:

  • How many?
  • What kind?
  • What action?

The interpretation of "How many" is obvious.

"What kind?" may be judged by your content and its presumed appeal to specific types of people who would or would not be interested in what the advertiser has to sell. When a site has registration and can ask questions of its vistors, it may be able to describe "What kind" better. When a site gets big enough that the major, user-centric, survey research can reliably describe its audience, that's the best option.

"What action?" is a measure of how many people at your site will click on the advertisers' banners and perhaps take additional action at the advertisers' sites; e.g. requesting information or buying merchandise.

This measure is conducted while the advertising runs, by the advertiser.


Tuesday, October 14, 1997 #1432
I want to advertise on various web sites. How do I find out who to contact to negotiate a deal for a particular site?

The Media Guru Answers(Tuesday, October 14, 1997 ):
Virtually all sites which carry advertising will have a link on the site -- usually on the top page -- to "advertising," "info," "sales," "contact," or at least "webmaster." One of these will be a page or e-mail link with the information you need. Many of the bigger sites are repped by sales organizations .A few of the companies which act as adsales representatives for websites are:

WWWebrep

Softbank and

Doubleclick


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:

WWWebrep

Softbank and

Doubleclick

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


Friday, June 06, 1997 #1362
Advertising sales models. do you have any for newspapers new staff.

My question is aimed at finding your opinion on web sales staff development or integration. Should a newspaper company try to train the existing print staff to sell their internet products and services or should a new internal staff be formed. Do you have any examples?

The Media Guru Answers(Friday, June 06, 1997 ):
This is purely a matter of opinion. On one hand the major computer magazine publishers, like Ziff-Davis or CMP who sell print space as well as space on major web sites, use different salespeople for each.

Smaller newspapers may not find there is sufficient business to justify a separate staff. Whether the website advertising is most often given away as merchandising or sold in its own right to the same local advertisers as the print or sells to national advertisers who might not be in the paper, would contibute to the decision.

The kinds of measurement and ways of deciding about where to advertise are quite different for on-line vs traditional media. It would seem most efficient to the Guru to train one of your print sellers in the intricacies of the 'net, and build around that person's learning with additional staff.

You may also find that there is insight offered by the very useful site of the Newspaper Advertising Association. The Guru believes they may have compiled various newspapers experience with selling the web. If not, they should.


Thursday, May 29, 1997 #1355
Advertising sales models. do you have any for newspapers new staff.

My question is aimed at finding your opinion on web sales staff development or integration. Should a newspaper company try to train the existing print staff to sell their internet products and services or should a new internal staff be formed. Do you have any examples?

The Media Guru Answers(Friday, June 06, 1997 ):
This is purely a matter of opinion. On one hand the major computer magazine publishers, like Ziff-Davis or CMP who sell print space as well as space on major web sites, use different salespeople for each.

Smaller newspapers may not find there is sufficient business to justify a separate staff. Whether the website advertising is most often given away as merchandising or sold in it's own right to the same local advertisers as the print or sells to national advertisers who might not be in the paper would contibute to a decision.

The kinds of measurement and ways of deciding about where to advertise are quite different for on-line vs traditional media. It would seem most efficient to the guru to train one of your print sellers in the intricacies of the 'net, and build around that persons learning with additional staff.

You may also find that there is insight offered by the very useful site of the Newspaper Advertising Association. The Guru believes they may have compiled various newspapers expeience with selling the web. If not, they should.


Tuesday, November 12, 1996 #1109
I am new to the media-buying industry, yet I am responsible for the media buying of my company. The campaign my VP wants is to be very diverse (TV, Mags, Bus ads, Subway ads, Direct Mail ads, etc. I'm having trouble determining how to space out our $rs. What is a good resource I can go to that can help me to determine what each media is best for. Meaning what type of company/product/budget. We are a website and the goal of my advertising is to create both an image of our company to people between the ages 16-24 as well as to drive them to our site.

The Media Guru Answers(Wednesday, November 13, 1996 ):
Media are not best for kinds of products or companies or budgets, they are best (or not) for specific marketing goals or types of communications.

Saying you're marketing a web site to persons 16-24 is a good start. Analyzing what is the draw of your site and company and what media draw people with the same interests is the next step. Talk to some of these media and ask for their research on the field. Browse similar sites and see if the have media advertisers or links.


Tuesday, November 05, 1996 #1112
We are a branch office of an american company based in Trinidad & Tobago, WI. We are designing an advertisement (print) to be published in T&T's airline magazine. We have a 'by-line' that will represent the focus of our ad but want to research whether it has been already used, ie limited under copyright law. We are targeting both UK and USA with the ad. The airlines is also flying to Germany and Sweden. Question: where would we have to check for potential breach of copyright? (b) Are we bound to place an official check in all countries that the airline flies to? (c) Do you have addresses for UK and USA with whom we can liaise? Thank you oh masterful one.

The Media Guru Answers(Wednesday, November 06, 1996 ):
The Guru greatly appreciates your expressions of respect and gratitude. However, you are asking a legal question, not a media question. But, because you asked so nicely, the Guru investigated and found the following, which seems to apply to your question, on the website of the US Copyright Office, under the heading "WHAT IS NOT PROTECTED BY COPYRIGHT:

"Titles, names, short phrases, and slogans; familiar symbolsor designs; mere variations of typographic ornamentation,lettering, or coloring; mere listings of ingredients or contents"

A similar tactic would likely find you the same information for the UK.


Tuesday, April 30, 1996 #1233
please discuss the cost evaluation process for advertising on the web. IE. Yahoo, aol, prodigy. What is the basis for comparison and unit of measure for cost evaluation. thanks

The Media Guru Answers(Tuesday, April 30, 1996 ):
Rreview the Guru archives by topic, Web Advertising.There is also an excellent, more extensive pricing analysis article here at AMIC, PRICING WEB SITE ADVERTISING;THE MEDIA BUYERS' VIEW

Current trade press coverage is featuring P&G's demand that pricing be based on "clicks" of banner ads rather than just page views. The Guru sees a parallel to "per inquiry" advertising. websites could and should charge far higher rates for clicks on ads than for accesses. The advertiser, of course shares responsibility for the drawing power of the banner in attracting clicks.

To compare to print or tv, the medium's job is to bring a viewer / reader to the ad. The pay-by-the-click approach is comparable to paying for a magazine only if someone circles your key number on the reader response card. It's a feasible approach, but likely to be costly.


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.


Tuesday, April 16, 1996 #1244
Firstly, this is an exceptional site, and your service second-to-none. Thank you!Secondly, I can't seem to find a website for thepublishers of Adweek, Brandweek, etc. Can youguide me in the right direction? Thanks, again!

The Media Guru Answers(Wednesday, April 17, 1996 ):
Thank you. We try our best to provide a service to the advertising community.

We were also unable to find a site for Adweek or Brandweek. Try callingthe publisher of Adweek (212) 536-5336 and ask why they are not onthe WWW or if they are, why are they so hard to find. They should setup a site and then advertise on AMIC :-).


Tuesday, January 23, 1996 #1778
What is the price for 1/1 page 4 colour in the Russian floor magazines: "Salon Magazine"/Moscow and "Industrial Architecture"/ S. Petersburg? Can you give me other titles that are relevant for a advertiser of floors?

The Media Guru Answers(Friday, February 02, 1996 ):
A Swiss firm with a U.S. website,Publicitas Advertising Services is in the business of representing international magazines in the US and other countries.



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