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Old Newspaper Ad Concept Produces Online Results

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A well-known and traditional way of advertising in a newspaper is becoming an effective technique for selling online.

The traditional way is simply to buy an ad position in a certain section of the paper on a particular day of the week. It turns out the concept works quite well online.

This approach contradicts the popular way of running a banner campaign online. With a typical banner campaign, the client buys X number of impressions to appear in a section on the site or run of site (ROS) over a period of time.

The time period is usually weeks if not months. The online ad-serving software displays the ads smoothly over time so that 100,000 impressions, for example, will appear about 1,000 times a day over 100 days. The client usually pays on a cost-per-thousand impression basis.

Some newspapers are successfully using the print model online. They go to an advertiser and say, “For $1,000, your ad will appear all day long Friday on just the home page.”

The number of impressions for both the home page and the ad on Friday doesn’t matter. What matters is that the advertiser dominates a page on the site for just that day.

Some of the opportunities are obvious. They include events, sales and other dated, short-term opportunities. Imagine an important event that is falling behind on ticket sales and is in need of a last-minute boost. One newspaper reported great results for a local semi-pro hockey team that sponsored the sports index page of its site. The team sold so many tickets because of the campaign that it came back repeatedly to promote future games.

Another benefit to this approach is that print account executives who need to deliver some online sales results grasp it easily because it has something in common with print. As a result, they will find it easier to sell than other online products. Likewise, advertisers who are used to buying print but not online will grasp it more quickly as well.

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