The Real Classifieds Question is what can the BU's sell?

Before we go too far, we should have a catalog of upsells, packages, ad types, etc.	This should include what they can sell now, what they anticipate being able to sell, what advertisers are asking for, etc.  Special attention should be paid to '''''how they sell it'''''.  A priority should be attached to each.



Consider this thread - a high revenue ad is sold, but not based on impressions, click thru's or other technical merits, but a simple sponsorship with a flashy ad.  Emphasis was put on the quality of the ad - the need for a call-to-action.


From: Schaefer, Katherine [mailto:SchaeferK@KNEWS.COM] 
Sent: Wednesday, April 24, 2002 4:44 PM
To: CORP-INTERNETINFO@LISTS.SCRIPPS.COM
Subject: Re: INFORMATION about Firestone


Jim et al --

I sold this for a flat $2000.  I told them I would give them 100,000
impressions throughout News, Sports, and Business.  Actually the
conversation was more about what we would do for a call to action in the ad,
than it was about rate, impressions, etc.	We are offering a free set of
tires (up to $500) and when they enter to win they get an e-mail back for
$10 off an oil change.  The idea was to offer them creative and an
interactive call to action that they could not receive from any other
advertising vehicle.  We'll see what kind of response he gets.  Generally,
for these ads -- and now we've sold another Eyeblaster type ad for $1500-  I
sell by positioning on a particular section--the ad will come up over the
content and then move across the page to end up in a 120 x 240.  I find that
advertisers unfamiliar with the Internet really don't understand
impressions, but they can understand sponsorship of a particular section.
So, if you have the capability of allowing them to sponsor a particular
section exclusively or on a rotating basis with just a couple advertisers,
that seems to work, no matter what kind of ad it is.	Hope that helps.

Kathy Schaefer
Online Sales & Marketing Manager
The Knoxville News-Sentinel
www.Knoxnews.com <http://www.Knoxnews.com>
208 W. Church Ave.
Knoxville, TN 37902
phone:  865-342-6810
fax:  865-342-6563
e-mail:  schaeferk@knews.com <mailto:schaeferk@knews.com>
 <<Schaefer, Katherine.vcf>>

>  -----Original Message-----
> From:			Coleman, Jim
> Sent: Wednesday, April 24, 2002 10:52 AM
> To:	Schaefer, Katherine
> Subject:		INFORMATION
>
>
> Katherine,
>
> Could you provide me with some information related to the shoshkeles ad -
> number of impressions you give the advertiser, rate, etc?  See the
> comments below from Mr. Tinsdale
>
>
>
> Jim,
>
> This one sold last week for $2000 for the month. kathy schaefer can give
> you details on how many impressions and positioning she's giving them.
>
>
> the preloader is just so it works right in this display. it wont' have
> that in implementation. It'll just drive on when people come to the page.
>
> -ed
>
>
>	*******************************************************
> Thanks,
> Jim W. Coleman III
> New Media manager
> The SUN Newspaper
> 360-792-9223
> IM: thesunlink
>


------------------------------------


from an electronic engineers notes:

obvious answer is that they should gladly pay you for just
about anything which genuinely and truly (A) saves them
time; (B) saves them money; (C) provides them with instant
expertise; (D) increases the awareness and motivation of
their customers; or otherwise (E) greatly improves the odds
of their ongoing success.
Not only will they gladly pay you for those services, but
they will most assuredly keep coming back to you. So long
as they still retain the expectation that their involvement
with you continues to save them time and money.
And so long as you keep reducing their risks.
As a purveyor of risk reduction, you can still do most of
the things a mythical inventor would do. Except that you
dramatically increase your odds of success. And distance
yourself from all of the usual scams and ripoffs. What you
are really doing is matching your activities to the way the
real world works. And then finding those niche activities in
which you can genuinely cause things to happen. With
reasonable odds of actually turning a profit.
The trick is to position yourself so that you appear to be
providing accepted and low key services in an apparently
conventional and routine manner. And to break up your
offerings into smaller and well-defined tasks.
The reason that being an inventor does not work and that
being a purveyor of risk reduction does is very simple. It
all gets based upon…