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Re: AM: Value of user demographics?

To:     "Brian Alpert" <>, "Adv/Mktg" <>
Subject:     Re: AM: Value of user demographics?
From:     "Andrew Forbes" <>
Date:     Thu, 8 Jan 1998 16:01:50 -0500


Did clicking on your banner take the user to a page where they
could sign up for such a list (or did the banner itself allow signup)?
If so, and if you don't consider it proprietary, what kind of ad
presentation to sign up ratio did you achieve? and more
importantly, what was your cost per validated signup?

Note that I'm more curious than anything else, as I'm gearing up
to do exactly what is described above.


-----Original Message-----
From: Brian Alpert <>
To: Adv/Mktg <>
Date: Thursday, January 08, 1998 3:25 PM
Subject: Re: AM: Value of user demographics?

>Andre (et al) --
>ZDNet gave us a typical assessment of their magazine subscribers and
>site visitors, "technology managers," but nothing more elaborate than
>that. If they provided greater segmentation it didn't make an
>impression, but I believe they did not -- we bought those ads thru
>SoftBank Interactive, btw.
>Our hardcore target market is SO niched - our ad begins with a direct
>pitch to "Communications Equipment Managers" - we'd pay much more to
>know we were reaching a high concentration of them, perhaps two-three
>times as much. But we're not at all a mass market, our targets are rare,
>and believe me we'd watch that ROI very closely. None of the other mass
>market demographics you mention apply to our needs, sorry to say.
>As an aside, we consider banners as a way to increase visibility and
>strengthen branding, rather than hard lead generation. To generate leads
>over time using the Net, we're looking to devote resources to a more
>directed, individualized, long-term marketing effort, a by-permission
>email list.
>Andrew Forbes wrote:
>> Brian:
>> 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...

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

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