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Once a newspaper sales rep starts talking "web ads" with an advertiser, the client has a host of other options. These options have more reach, are closer to pe
by brandnewlow 14y ago
Once a newspaper sales rep starts talking "web ads" with an advertiser, the client has a host of other options. These options have more reach, are closer to people with purchasing intent, are performance based, self-service, and generate much higher ROI than banner ads on a newspaper site.
So the newspaper guys had to offer competitive pricing, or at least pricing in the same galaxy as the other web guys. So instead of a $50 or $100 CPM for inclusion in the print paper, they're getting a $5-10 CPM for includion on the web site.
- prawn 14y agoSee my mention of stage two - they're essentially getting web ads for free as an effort to maintain budget during a transition. How would the marketplace apply in that case?
- brandnewlow 14y agoNewspapers gave the web ads for free for a long time. Then when they tried selling them by themselves, the clients refused to pay for them because they'd received them for free for so long....and seen no real benefits or results from them during that time.