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RE: [GWL]: new media online/voices and rant
- Subject: RE: [GWL]: new media online/voices and rant
- From: Jeff Ball jeffball@starband.net>
- Date: Tue, 2 Oct 2001 10:33:40 -0700
- Content-length: 2823
- Importance: Normal
- List-archive: <http://topica.com/lists/Gardenwriters/read>
Donna,
You raise an interesting point; when do the advertisers get interested in
the Internet? I hate banner ads. What about hidden ads?
One idea that occurs to me is the power of links on the Internet. An
advertiser may put an ad in a magazine, but has no control over whether it
is looked at by the reader of that magazine. On a web site, when someone
reads an article, the web site master can know precisely how many people
have read or at least looked at the article, compared to all the other
articles on the site.
Now let's go a step further. Let's put links on key words in the article to
relevant ads. All we do is highlight the word or words with color and when
clicked the reader goes to an ad precisely about that topic. The article
about deer and landscaping has the words "deer repellent" highlighted and
linked to a DeerOff ad or better a collection of deer repellent ads. The
reader has a choice to see the ad or not see the ad, but if he/she does view
the ad, we again know precisely how many people viewed the ad. Only this
time, we know that those viewers of the ad had a real interest; they did not
have to click on the word unless they were interested. Now we have the
opportunity to give real power to the ad. We drive people truly interested
in the product to the ad, only people truly interested in the product; If
they are interested enough to click on the ad, they are much more likely to
become consumers of that product.
The ad can run all year long. A single ad can be linked to many different
articles if it is relevant to some portion of the many articles.
Of course we have to find a way to convince the lawn and garden industry
that 50 good hits a month for twelve months by interested readers are as
valuable as an ad in a single issue of a magazine with 100,000 readers.
Then we have to find a pricing scheme that is fair to both sides.
Details, details, but we're going to have fun on the Internet soon. It's
inevitable.
Jeff Ball
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