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Ads on the Net
March, 1996 - Net advertising is becoming big business. When you have a picture used either as
editorial or advertising material you should consider what the publications are
charging advertisers to place an ad in their space.
Below are what a few publications charge along with their hits and visits. You
can get a more complete list and more detailed information at Rosalind Resnick's
IPA site:
http://www.netcreations.com:80/ipa/adindex/index.html
Conde Nast Traveler
-- $2,000 to $10,000 per month
55,109 hits/day 10,067 visits/day 1,487 visitors/day
Discovery
-- $5,000 per month $10,000 (8 weeks)
30,000 hits/day
(The Washington Post reported that in November 1995 they had 13,000,000 hits and
almost 500,000 visitors.)
Editor & Publisher
-- $2,500 per month
40,000 hits/day
Newsweek
-- $12,000 per month, 13,000 visits/day
Omni
-- $3,500 to $20,000 per month
PC World
-- $12,000 per month
Playboy
-- $10,000/month $30,000 to $50,000 per quarter
200,000 hits/day
Popular Mechanics
-- $4,875 per month, 70,000 hits/day
Christian Science Monitor
-- $2,500 per month
17,160 hits/day 907 visits/day 816 visitors/day
Time Magazine
-- $10,000 to $30,000 per month
17,000 visits/day
Internet guides and navigational services
Netscape
-- $10,000 per month
400,000 visitors/day
Yahoo
-- $20,000 per month
3,000,000 hits/day 3,000,000 visits/day 300,000 visitors/day
Remember, the editorial content is what brings readers to these sites. Your content
makes the site worth visiting. Therefore, you should be fairly compensated.
Is Anyone Reading These Ads?
Many say that no one is reading the online ads. The same can be said about the ads
in magazines and newspapers, particularly if many subscribers don't open the publication
on a given day or week or search through it totally.
Advertisers are spending money so they must think it is worth their while.
One advantage of a company advertising on-line is that once a reader decides that
he or she wants more information about the company the company can easily immediately
provide the reader with extensive information on all the products or services the
company has to offer. They are not forced to one narrowly defined pitch due to lack of
space.
In addition the company can easily track the number of people interested in various
products. They can also invite the user to provide name and address information
if they want more details, or if they want to talk to a salesperson.