It's fourth quarter - a critical quarter for most dot com companies. Those that wish to snag a respectable slice of the fourth quarter e-commerce reve...
View articleMost business plans that we have read recently include a revenue stream from selling advertising space. But just because you have a site that generate...
View articleMedia Buyers sound off about Internet Ad Sales Reps in J.M.Ryan & Associates' recent survey. Janet and Nancy present key findings, illustrating wh...
View articleWhile online advertising suffers from the lingering effects of "banneritis," the smart media planners are searching for new ways to help their clients...
View articleLast week, Janet and Nancy told us how to build and create targeted inventory with marketing research. Now they demonstrate how to take that informati...
View articleTom bumped into an old buddy at a conference last week. He asked Tom an interesting question. "If there's one single thing you hope every reader takes...
View articleJanet and Nancy look at the cornerstone of building advertiser value -- information on your target audience. There are a variety of ways to gather inf...
View articleLast week, the phrase that pays was evidently something akin to "Yes, Mr. Wetherell, I do have an ad management system that I'd be willing to sell." F...
View articleJanet and Nancy pose a few questions that can help your site determine if your advertiser segmentation is all it could be. So, should advertiser conce...
View articleIf Excite plans to change the way it sells advertising in 2000, it changes the way they do business. Tom says he hasn't heard from Excite directly on ...
View articleAd supported sites should know the difference between user segmentation and advertiser segmentation. A gourmet cooking site might say it focuses on re...
View articleLosing money was fashionable for a while, but most dot-com companies have been jolted out of La-La Land by investors. Agencies are expected to make mo...
View articleHere's how to create a successful ad sponsored site, not! A hot new start-up has a great idea for a new web product or service that appeals to a wide ...
View articleExperience in traditional media planning or buying is a tremendous asset for online media planners. While many of the traditional media planning conce...
View articleIt's distressing that a number of dot com businesses have been built on incentivizing web surfers to view advertising or sign up for special offers. A...
View articleThere's huge pricing pressure out there because of all that unsold inventory. Just taking a firm stance won't help. You need to clearly demonstrate, e...
View articleSales reps frequently ask Tom what he's looking for when evaluating their sites, or what criteria might determine appropriateness for his campaigns. E...
View articleYou might be a publisher choosing to offer CPA (cost per action) pricing, or maybe you're responding reluctantly to advertiser demands. If you are sel...
View articleMany times in the course of negotiating a media package, a media planner might hit a snag - something on which the sales rep will absolutely not budge...
View articleJanet explores the range of cost-per-action pricing and what it means to buyers and sellers. From cost-per-click to cost for registrations, contests e...
View articleDoes your media department get along with your production team? Be honest, now. Tom's fellow agency folk talk about these communication problems. And ...
View articleWhat's the right way to price Internet ad inventory? CPM, CPC, CPA, flat rate for ad runs, revenue share? How about slotting fees for merchants or so-...
View articleListen up, media planners, Tom's going to share the secret of his success in the office world. You see, there's certain software tools he likes on his...
View articleIf you've worked through your ad sales channel decision with help from Janet and Kathy over the past weeks, you should be breathing a sigh of relief, ...
View articleOnline advertising is at a critical point. Banner ad effectiveness is at an all-time low. New online marketers experience poor ROI. We need to educate...
View articleJanet and Kathy have been writing for weeks about the difficult but strategically essential task of selecting the right ad sales partner. And they've ...
View articleThere's huge pricing pressure out there because of all that unsold inventory. Just taking a firm stance won't help. You need to clearly demonstrate, e...
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