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Re: AM: Value of user demographics?

To:     "Adv/Mktg" <>, <>
Subject:     Re: AM: Value of user demographics?
From:     "Andrew Forbes" <>
Date:     Thu, 8 Jan 1998 14:58:04 -0500


What did ZDNet tell you about the people that actually saw your
ad?  Did they give you some kind of market segmentation?

How much more would you pay for a detailed demographic
breakdown of the people that saw your ad, or better yet, what
would you pay to pick the detailed characteristics that are
important to you e.g. zip code, household income, college
degree, etc and only have people that meet those characteristics
see your ad?

Andrew Forbes

-----Original Message-----
From: Brian Alpert <>
To: Adv/Mktg <>
Date: Thursday, January 08, 1998 1:44 PM
Subject: Re: AM: Value of user demographics?

>I can't speak to the wider range of demographics, but I can say for
>certainty that professional category is very valuable to us. When I
>researched sites for a Nov. ad campaign, I found the wider technical
>online publications (ZDNet pubs) were around $100CPM, while the
>much-more-targeted variety (Electrical Engineering Times) were about 1.5
>times that rate. For November's purposes we chose the cheaper, wider
>audience, but for future I'm recommending going with the 1.5-times
>expensive, better targeted site.
>Ross Stapleton-Gray wrote:
>> Expanding on Andrew's question just a bit, I wonder if we couldn't get
>> some estimates from marketing types as to the relative value of the
>> various bits of knowledge one can capture.  For example, if one can
>> command X CPM for generic eyeballs, what sort of modifier would there
>> be
>> if one also knew customers':
>>    1. area code
>>    2. zip code
>>    3. gender
>>    4. age group
>>    5. affluence
>>    6. professional category
>> and perhaps how these might modify the value when combined.
>> _____________________________________________________________________
>> Ross Stapleton-Gray                     TeleDiplomacy, Inc.
>>                    2503 Columbia Pike, Suite 118
>> Director, Electronic Embassy Program    Arlington VA 22204
>>                  +1 703 685-5197 / 5257 fax

Re: AM: Value of user demographics?, Brian Alpert

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