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On Wed, 12 Apr 1995, Steve Outing wrote:

> An item in today's Media Daily concerning online ad rates cited a couple 
> examples:
> 
> >PUBLISHERS SEEK ONLINE AD-PRICING MODEL
> >PC World Communications: $12,000-$15,000 per month (AOL and CompuServe)
If they can produce $12,000,000 in revenue/month, it's a bargain.  Even a 
return of $120,000 wouldn't be bad.  The advantage is that you can track 
the useage and tightly relate it to the revenue.

> >Ziff-Davis Publishing's ZD Net (on the World Wide Web):
> >$10,000-$25,000 per quarter
Again, this isn't a bad price, if they can deliver revenue.

The key is, "their ass is on the line".  It isn't enough to just
say "30 million readers - could read your ad", you can actually say,
this many read your ad, this many asked for more information.  You can
even say "This many bought as a result of your ad".

> Can you please message me with your newspaper or magazine's online ad rates 
> (or send a rate card). I will compile the results in a chart and post it to 
> the list. (Please email me privately so we don't flood the list.)
It's kind of like trying to figure out how much a Big Mac should cost 
based on how many cars are driving down a street a mile away.

	Rex Ballard


From rballard@cnj.digex.net Mon Apr 24 23:27:25 1995
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