Here's a sampling of online ad rates (on the Web) that resulted from my
recent posts asking for rate cards. I received only a handful of responses,
but it's interesting nonetheless. What this little, unscientific poll showed
was that many of us are still making this up as we go. Several people
reported that they did not yet have rate cards, nor even firm ad rates. A
couple folks hoped that my survey would help guide them.

An interesting comment from someone who answered my plea:
>I wonder about your comment that, perhaps, online publishers are not eager
>to disseminate this information; as one, let me assure you that _normally_
>the opposite would be true. However, when I first saw your plea for rate
>cards, my first impulse was simply to lurk and see what other people were
>doing. If our rates were too high or too low, we could adjust them before
>drawing wide attention to them. I'll bet a lot of other people in my
>position thought the same thing...

Anyway, here are a few, ranked from most expensive to least. I've included some
traffic estimates; but not all publishers measure the same way.

1) Global Network Navigator (O'Reilly & Associates) -- $7,500/week for a link
   on the NCSA What's New Page, which it manages.
2) Prodigy home page -- $4,000/week.
2) HotWired -- $15,000/4 weeks (16 ad slots available) -- 400-450,000 hits/day
   or 35-45,000 person visits/week.
3) Netscape -- $40,000/3 months.
4) Time Pathfinder -- $30,000/3 months -- 500,000 hits/day.
5) ZD Net (Ziff-Davis) -- $15-25,000/3 months.
6) Mercury Center Web (San Jose Mercury) -- $3,000/month -- "several hundred
   thousand hits a day."
7) Global MONITOR (Canada's First On-line Computer Magazine) -- $5,000/3 months
   (but with wide variation in ad packages).
8) Sun.ONE (Gainesville Sun, Florida) -- $300/month ($500 for lede menu).
9) NandO.net (Raleigh News & Observer) -- $100/month (plus $3,000-$5,000
   set-up fee).
10) Trib.com (Casper Star Tribune, Wyoming) -- $35/month and up.

BTW, some of these numbers can be found in the latest edition of Rosalind
Resnick's Interactive Publishing Alert newsletter in her cover story on
Internet advertising models. 
If anyone sends me additional online rate cards, I will post an updated chart
to the list.

---------------------------------------------------------------------------
Steve Outing                                  Planetary News, Inc.
outings@netcom.com                            El Cerrito, California
owner-online-newspapers@marketplace.com       voice: 510-236-2119
owner-online-news@marketplace.com             fax: 510-236-2118
       http://marketplace.com/e-papers.list.www/e-papers.outing.html
--------Author: 1995 Online Newspaper Report; 800-488-4345 to order--------

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