About Barry Dennis Expertise I should be highly effective with questions related to my areas of expertise, as outlined following. I am a top-rated expert on another website, and have achieved very high ratings over an extended period in six areas; internet marketing, marketing, advertising, internet advertising,ecommerce and public relations, with over two questions answered.
Experience I have 25+ years of entrepreneurial and Senior Management experience, with particular expertise in Marketing Strategies, Business Plans, Advertising and Promotions, brand building,and so on.Industries include retail, distribution, Investment services, Advertising,Public Relations Publishing, Distribution, Direct Marketing, Mail Order, Consulting, Importing, and related areas.
Publications Online: ZD nets pubs, internet week, cnet, others, mainly response letters, although I am waiting for reponses regading proposed articles for several online newsletters/magazines
Education/Credentials BS Business, addit work Masters
Question I am in the middle of putting up a new entertainment/education website for writers, artists, musicians, ect. We are currently working on our media package and none of us really have any experience with how much we should charge for advertising on our site. Are there any rules to follow or guidelines to go by for this? Is it by the amount of hits that we get or our site size? If you could help us out it would be much appreciated.
Answer For comparative purposes visit www.doubleclick.com,and also search "online advertising rates". For information, visit www.iab.net
There are ad programs that charge by the "click", others by number of "impressions" (how many people visit your website).
I am in the middle of negotiating the same thing for a high volume website as their marketing agncy for advertising, and have recommended that they consider offering rates that encourage a variety of advertisers to try them, a discount if you will, from ""regular" rates, since they are new. Another way to approach this is to negotiate a "cost per order" program, this allows marketers to fix their cost per order at a rate which is acceptable to them ( maybe not to you, however.) This approach requires some sophistication and a background in Direct Marketing so that you have a feel for what will work, and not work, both in terms of the economics, and in terms of products and services likely to generate a good response from your audience.
Everybody in the industry ( well, mostly everybody) would love to get a "handle" on the reality of Internet advertising, but the industry (in my opinion) is still in early stages of development, and much work needs to be done before the research tools are as well developed as say in the magazine industry. The Internet is just another marketing channel which canabalizes sales from other channels, so be cautious.
Hope this helps,
Barry Dennis
Client Advocate
Netweb, LLC
Online/Offline Marketing Consulting
