InstantForum.NET v4.1.4UTalk Marketing Forumshttp://www.utalkmarketing.com/forum/forums@utalkmarketing.comThu, 24 Jul 2008 18:34:20 GMT20http://www.utalkmarketing.com/forum/Topic807-7-1.aspxOur experience shows that, for relevant brands, these environments can perform very successfully, but their anachronistic pricing models and lack of transparency still remain an issue for many clients.<BR> <BR>The ezine concept is attractive (not least because it presents a degree of familiarity for advertisers used to a traditional press format), while initial circulation figures look promising in comparison to the declining readership seen by many of their offline competitors.<BR> <BR>However, advertisers should beware of accepting traditional press pricing models when negotiating activity on these platforms, as these are not always reflective of the real value delivered. Monkey, for example, boasts a circulation of 209k readers, but we saw that a page mid-way through the title only attracts half this number. <BR> <BR>Buying on the basis of an audited circulation figure makes perfect sense in a print environment, where it is impossible to track user visits or engagement with individual articles or advertising content. But online, this is not only possible, it is standard practice. As it is possible to track the number of people visiting each page, why not sell advertising on this basis, as almost all other online sites do? This would make it much easier for advertisers to calculate the true value of the space they are buying.<BR> <BR>The irony is, that in the campaigns we've run, ezines like Monkey have actually performed comparatively well against traditional online metrics, but there needs to be a greater focus on this, and it would be great to see more detailed reporting options made available from the sites.</P><P>One of the biggest strengths of the internet as an advertising medium, is the level of targeting and accountability it can offer, and the fact that many ezines show an unwillingness to take advantage of this is a real shame. If you have the capability to provide information which will enable an advertiser to optimise their activity more effectively, why not share it with them? <BR> <BR>It's clear from the activity we've run, that these titles can provide a creative and relevant environment for advertisers, but agencies should be pushing them to deliver a more transparent pricing and measurement model if they are to provide real value for clients in the longer term.<BR> <BR>Katie Eyton<BR>Head of Online, Manning Gottlieb OMD</P><P><BR> Wed, 31 Oct 2007 14:44:44 GMTKatie Eytonhttp://www.utalkmarketing.com/forum/Topic807-7-1.aspxWhat are people's experiences?Wed, 31 Oct 2007 11:10:41 GMTAliGr