Blogs and marketing
One of the reasons we launched the Town Square initiative was because many advertisers are devoting increasing percentages of their ad budget to the Web. Now comes a report that that strategy is paying off:
Brian Clark, the CEO of GMD Studios, recounted a campaign that his agency ran for [auto maker] Audi, titled "The Art of the Heist." Just one-half of one percent of the media buy budget, Clark said, was spent on BlogAds -- a firm run by panel moderator Henry Copeland, which sells ad space on some of the highest-trafficked blogs. Those ads, Clark said, ended up accounting for 29 percent of the traffic sent to the campaign's landing page.
If that's the case, I'm guessing those blogs could justifiably charge a lot more than they're getting right now ... which, in turn, has encouraging ramifications for what we're up to. But I hasten to add that the business end of this experiment isn't my specialty, so take what I say with a grain of salt.
Comments (4)
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Lex,
I agree with your assessment. In fact I wrote a long post yesterday detailing why I thought you guys are leaving other papers like the Winston-Salem Journal in the dust with your online efforts.
BTW, I got a comment from one of their web guys pointing me to a new online community effort they are launching in Lake Norman. It's supposed to go live tomorrow at http://www.navigatethelake.com
Posted on October 4, 2005 12:16 PM
Well, if we're leaving others in the dust, I've got only one thing to say: Show me the money!!! :-)
Thanks for the heads-up on the Lake Norman site.
Posted on October 4, 2005 12:21 PM
Of course the point is, you are positioned for all of that money that will soon be flowing your way.
Keep the faith and keep it up.
Posted on October 5, 2005 12:00 AM
Hogg -- your mouth to God's ear, buddy.
Posted on October 6, 2005 9:03 AM