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AM: Re: need your input for AM post

Subject:     AM: Re: need your input for AM post
From:     Christy Kochan <>
Date:     Tue, 28 Apr 1998 21:36:17 +0000
Organization:     The Washington Times
References:     <>

For the most part, our existing print sales staff sells our banner ads. 
We have received some business from Real Media (NY) on several different
models: a CPM basis, click-through and transaction based.  We are in the
process of applying for affiliate-ship with DoubleClick.  They have a
fairly demanding list of the criteria required of your website before
they will accept your site as an affiliate and therefore sell on your
site's behalf.  Any of those types of relationships that you can develop
can only help your business.

Christy Kochan
Interactive Advertising Manager
The Washington Times ONLINE
3600 New York Avenue, NE
Washington, DC 20002
FAX 202-526-9348

Mitch Arnowitz wrote:
> Christy-
> How are you?? WoW, its been a long time, hope all is
> going well. Was hoping you could lend your expertise to
> a recent AM post on ad sales. The post is enclosed. SMIP
> is a good co...
> If you have a few mins. to respond, I would appreciate it.
> You can respond directly to the group at:
> Also, have you signed up for 6/3 commerce event??
> Should be good networking opp!:
> Thanks!
> Mitch
>                       To:
>                   Subject:
>                             AM: Advertising sales channels, broadly defined
>                     From:
>                             "Francis V. Costello" <>
>                     Date:
>                             Thu, 23 Apr 1998 12:35:45 -0400
>                 Mitch and I were discussing ad sales efforts this morning at Coffee and
>                 Doughnets, and the topics we were covering sounded like they would make an
>                 interesting thread here - so I will kick it off.
>                 In general it would be great to start a conversation on the options for
>                 generating value from consumer (or other) pageview inventory on sites,
>                 particularly in the middle market, say 500,000 to a couple of million
>                 pageviews a month.  We are currently looking at rep firm and ad network
>                 options for our main ratecard inventory, as well as some other interesting
>                 sounding ideas like Narrowline NMX's media listing marketplace.
>                 I personally would like to hear from other participants on the list who
>                 have used ad banner networks (linkshare, etc.), ad sales networks (24/7,
>                 DoubleClick), ad rep firms, affiliate-type deals/promotions, in-house sales
>                 and whatever else on what was found effecting for different types of sites
>                 and situations.
>                 My company has been involved in producing and managing a wide variety of
>                 coonsumer oriented sites on the Web and AOL.  Throughout that process we
>                 have worked on sites that got ad sales from virtually every source under
>                 the sun --had ads sold by the AOL networks sales force, used
>                 partner/internal reps, retained the services of an individual publishers
>                 rep, done barter and commission deals and all the other thing that most of
>                 us have tried to generate value from our page views.
>                 This week (today actually) we are participating in newcomer's
>                 3rd monthly auction with some excess inventory for our
>                 destination site (with Ann Landers, comics like B.C., Wizard of Id, columns
>                 from Pat Buchanan, Hillary Clinton and other, and so on -- you should all
>                 visit and tell all your friends!).  They offer an interesting model for
>                 selling "expiring inventory" - unsold pageviews that would likely go unused
>                 or carry low value "click-through" deals.  I don't know if we will sell
>                 anything, but it seemed worth a try.
>                 I will let you know tomorrow how we do, hopefully reporting that we sold
>                 out our two lots at decent CPM's
>                 I'm afraid this introduction has rambled a bit, but it should be enough to
>                 kick off a healthy flow of thoughts.
>                 ------------------
>                 Francis Costello
>                 Smip Interactive, Inc.
>                  --
>                  -- 703.442.5210 x230
>                  -- 703.442.5205 (fax)
>                  --
>                  -- AOL: fvcostello

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