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What is the business process to sell space on the website?

selling ads

7:50 am on Aug 13, 2008 (gmt 0)

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I plan to sell ads on my website. I've been using Google adsense to generte income but, as the site grow up, I think it is a good time to look for other opportunities to generate income to my website.

My question is not about tips and tricks to sell ads. It is about the business process.

Can somebody please advise how can I start the process to sell ad space on my site?
How do you make a sell to advertisers in different countries?
Do we need some kind of legal process/document?

10:06 pm on Aug 29, 2008 (gmt 0)

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This is a question I have also wrestled with. I decided that essentially the process is the same as any magazine or newspaper that sells ad space. You must have high circulation, i.e. high traffic and having a niche audience would probably help as well. Once you are sure that you have that you can sell space like a magazine. Magazines sell based on two concepts, one is size and two is placement.

You would have to develop a size schedule, i.e. a banner of this size costs X and business card size ad would cost Y etc. You would also want to charge based on placement. I would charge more for the home page then pages that are buried deep in the site or ad space at the top of a page vs the bottom. I would also charge more for the higher traffic pages on the site.

You might also want to charge special fees for specific placement. I once ran a half page ad in a real estate magazine. The ad was targeting brokers who wanted strategies to retain their agents. I was selling training that would help them with this problem. I found out the magazine was doing an article on this very topic. I paid a special fee and agreed to run a half page ad if they guaranteed that my ad would run at the end of the article on the same page. It worked very well. The readers finished reading this article and there was my ad. You could charge for the same type of placement if you have specialized content. However you must also have a publication schedule, i.e. telling people what articles and topics will be published and when similar to a magazine.

I am not an attorney so I have no idea what type of legal documentation you would need.

8:37 pm on Oct 17, 2008 (gmt 0)

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The best way to prospect for clients is to find out who is advertising on your competitors websites. Then it's a matter of cold-calling and follow-up, follow-up and follow-up to find out who the marketing managers are, what they are buying, and how you can get on their RFP list (request for proposal).

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