Re: UKNM: RE: Conflicting Statistics

[ben]

John,


Bepaid has nothing to do with me. IMHO, the flaws in their business are

massive and were pointed out in Advertising Age circa 1992/3 when

Interactive TV first appeared on the horizon (complete with roller-staking

video or demand and $8,000 settop boxes). Actually the Bepaid flaws are even

greater than the idea outlined there (if you can find the article it's a

great read and may give you a clue or three (and I hope bepaid weren't

hoping to patent their idea)).


(As an aside, as of tomorrow I've been in New Media 13 years so I've seen a

lot of things (for those interested my first work was a Hypercard

application for Blue Arrow (yesI know its totally irrelevent.)).


As regards to banners on the whole, my opinion is simple, if I was

advertising anything I want to be near the audience. To do that requires

either creating a site with a guarenteed audience, sponsoring sites with an

audience or paying to appear on a page with an audience. The idea that if

you build it, they will come may have been the case in 1994 but that is not

try now. Also click-through rates are not important, what is important is

that people remember the name and actually buy stuff or use the site (paying

people to visit is a totally pointless game).


Thankfully I don't deal much with online advertising. I know a lot about it

(my totally (probably never) unfinished doctorate is on information

economics) but there are other things that interest me far more. Interesting

complex software projects fine, advertising and run of the mill websites

only if I like you.


Ben



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