How do we survive?

What type of advertising should we run on our sites

[RobbieD]

With everyone going to search word text ads on OV, G, Y! etc. What is the best way for webmasters to sell advertising on their websites?

Is there a bright future for mid-sized websites generating good revenue on advertising alone? Not using AdSense or Affiliate Programs but relying on inhouse advertising selling and placement. What is the best type to use? How much?

Is advertising the main thing to look at for majority of revenues or should one look at the subscription model for the future?

Thank you.

[dmorison]

One observation - why is that on the 'net, nobody seems to be going for the combined subscription and advertising model that we have all be used to in print for the decades?

All discussions around website business models seem to be about either (subscription) or (advertising).

What's wrong with both? Charge a subscription and sell advertising.

Note - i'm not referring to separate models for separate visitors (i.e. where you either see advertising, or you pay to have no advertising); I mean you pay to use the website _and_ have advertising. We let magazines get away with it, why not websites?

[Jenstar]

There are niche sites who generate revenue just from advertising gained through word of mouth and an "advertise with us" link. But you really need to think out of the box now for advertising options. You can't realistically expect to generate much revenue from rotating banners on a CPM basis, unless you have quite significant traffic.

As for the types of ads, you can offer banners, but your main revenue generating ads will likely be text-based ads, especially if you have a decent PR. Newsletter ads usually sell well (if you don't have one, start one.)

I have seen many sites try to switch to a subscription model in order to make the site either pay for itself or generate revenue, and I have recently seen several die a painful death while trying to implement it. Why? Because unless it is information you cannot find anywhere else, people can find another site with the same or similar information for free. If it comes up unexpectedly, your current visitor base can become upset. Or worse, one of the people who refused to pay the subscription fee goes and starts a competitive non-subscription site. Some sites can pull it off, but many can't. You could always offer a "members only" paid area, while the rest if free and open to everyone.

With an "advertise with us" link on your site, try and be as specific as possible, to make it as easy as possible for potential advertisers to choose their ad option, and pay for it on the spot. The kinds of things that should be included:

1. Availability dates - can my ad be placed within the next week, or are the ads booked weeks or months in advance. And I want to know that this site is current and active.
2. Detailed advertising options spelled out - I want to know how much the ad spot is that i am considering. Autoresponder information is one thing, but "email us for information" is a pain.
3. When should I expect a response, and when should my ad appear online?
4. No PDF rate cards.
5. No auto-responders for rates (when I go to purchase advertising, I rarely, if ever, will send an email to the autoresponder).
6. Full stats (page views, unique visitors, etc).

The amount of money you generate will really depend on a number of things - your site stats, your niche, the market, ad rates of competitors, and about a million other little things ;)

[Jenstar]

What's wrong with both? Charge a subscription and sell advertising.

Many sites don't do both because they market the subscription fee as "subscribe to ABC to keep us banner free!"

[RobbieD]

Thank you for the suggestions.

I guess I should break it down a bit more...

What is the most attractive for the potential advertiser? If you have good traffic, great demographics and an amazing community what is the best way to attract the top dollar for the eyeballs? With CPM getting lower every year is CPC the only other option for advertising?

With the limited options for top dollar were is the best placement to be found in a community-focused website?

I do plan on implementing Pay-Areas on the website and I understand that only a small percentage will convert but none the less a percentage. Over time I believe this will be a good stream of revenue but in the mean time I need to know the best options for generating revenue.

I appreciate all the help.

[bateman_ap]

Jenstar, that is very sensitive info to give out to the entire world and some that competitors would give their right arm for, granted you should make it easy for potential advertisers but giving everyone such a huge amount of stats and costs for the site is a bit too much in my opinion.

[Jenstar]

Jenstar, that is very sensitive info to give out

On one of my sites, I have been doing it for a few years now, without any ill effects :) I would be spending the majority of my day just answering emails about advertising. I probably get a lot of impulsive advertisers based on this alone. My advertising sells very well, often booked months in advance, so I am not about to mess with success ;)

[RobbieD]

Any more great ideas?

Thanx