content sites may be starting to rebound

[rcjordan]

Some segments of the industry are dying, but I think some content sites may be starting to rebound. The best market in the direct-sale arena, based on my recent experience, seems to be mid-tier advertisers that have determined that there IS a place for online advertising in their campaigns. They may be sensing that now is the time to find and make deals with niche publishers, something we've always recommended here at WmW.

Today, I booked an open-ended, $2 NET CPM RON deal (468x60s, top placement) for a regional Baptist college. By open-ended, they see this as a very long-term campaign, they wanted 2-4K impressions per day and to just let the meter run. They also recognize that this is somewhat of a branding campaign, though some click-throughs are expected.

I'm also currently quibbling over contracts with a multi-state banking chain for a small sponsorship deal. While the money is relatively small, the point is that this is a stodgy, conservative financial institution out making a direct buy.

[Drastic]

That is great news. Glad to hear of your latest successes, rc.

I, too, see bannerbrokers and affiliate networks in general as somewhat on the way out.

Niches, specific advertisers/merchants, direct deals and ad buys all coupled to specific content and sticky sites are currently in. This is working for me as well.