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This is all newbie questioning, so if I should go somewhere else with it, please let me know. Further, I couldn't see a topic heading on the board that fitted my subject matter, so maybe this is another reason for you to tell me to "move along" (even though this section's heading is "marketing," the topics seem all related specifically to search engine issues).
Having said that, and bearing the familiar burden that my star-crossed Red Sox have lost once again to Those Damn Yankees, here's the scoop ...
A writer and graphic designer, I have a site in development. As a creative type, I know how to deliver content and give the visitor a good experience. Although I am learning, I am less sure about the myriad business aspects of web development.
Here are a few:
- Although the site will be hooked into a few affiliate programs, I want it to be supported by advertising. I am aware that all that advertisers want is eyeballs so am I correct in assuming that no advertisers sign up with a website until the site has sufficient traffic?
- If this is so, what constitutes “sufficient”? Is it volume over time? If so, what volume, what time?
- How should traffic be documented to satisfy an advertiser?
- How does one go about getting advertisers? Approach them individually? Through an agency? Through a Doubleclick?
- From a design standpoint, I have designed the site to accommodate banner and other ads. Do I just leave them blank until I get the traffic to get the advertisers? Do I offer the spaces free or at nominal payment for a certain period? If so, how long?
Thank you for your patience and if you are a Yankee fan, go easy on me. One day we _will_ get it right.
Philip
True, unless you can convince the advertiser that you will
have sufficent traffic (or make "a no cure, no pay" deal).
>- If this is so, what constitutes “sufficient”? Is it >volume over time? If so, what volume, what time?
It dependts on the focus group, the advertiser etc. Eg. if
you hva a local site (eg. for a township of 10.000) then you
probably would hva sufficient traffic with only 500 uniqe visitors a month. If you are selling ads to the local bookstore etc.) It all depends on the target audience, the competition and your ad prices. For every $ a company puts into advertising they want $$$ bak in increased sales, branding and goodwill.
>- How should traffic be documented to satisfy an >advertiser?
Large avertisers would like to see your logfile, if you have a fixed price.
>- How does one go about getting advertisers? Approach them >individually? Through an agency? Through a Doubleclick?
Hire some college kids to do coldcalling.
>- From a design standpoint, I have designed the site to >accommodate banner and other ads. Do I just leave them >blank until I get the traffic to get the advertisers? Do I >offer the spaces free or at nominal payment for a certain >period? If so, how long?
Leave them blank, do not give away advertising for free.
I would say this: focus on catering to your readers and worry about advertising later. Unless you are a known entity with a proven track record (say, if Steve Jobs decided to start an e-zine about running a computer company), you'll find it very difficult to get anyone to give you money in exchange for space on their site. Reverse the situation: would YOU spend your money if you were in their shoes?
If you focus on your content and on building your readership, the support will come later. You can always start by posting one of those "Support the site by donating through PayPal" buttons so that any initial readers who think it's worth a couple bucks can send it to you as you get started.
Once you have readership, you'll find it much easier to locate advertisers who want to target your readership.
Good luck.
