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Unique visitors to that page - one month: 150,000 Prime Ad price: $.007
Calculation: 150,000 x $.007 = $1,050 /mo.
So, for a prime ad on that page of your site to run for one month would cost advertiser $1,050.
* For advertising in an ezine or newsletter, just substitute your subscription base for unique visitor figure. (Remember, if yours is a weekly publication, be sure to times your subscription base by 4.333 to arrive at a monthly figure.)
This is just a guideline - it's always a good idea to find out what your competitors are charging advertisers and adjust your price based on that information.
Advertiser's Informational Packet
Once you've collected all above information, you need to come up with a way to present this information to potential advertisers. I suggest a short and to point Advertiser's Informational Packet. This should be available in both an online and off-line version.
Our Advertiser's Informational Packet is ordered as follows:
Company Information and Background
Our Advertising Efforts and Partnerships
Web Site & Newsletter Demographics
Advertising Options & Current Rates
It's always a good idea to offer incentives or discounts. Give a price break to those who commit to advertising for several months or for those who take out more than just one ad, etc. Personally, I like to offer new advertisers ½ off their second month's total ad cost. (Buy one month, get second at half price.)
Where To Find Potential Advertisers
The last thing you need are actual advertisers themselves. If you don't already have an Advertise With Us page on your site, consider putting one up. You might be surprised by how effective this can be. Many potential advertisers use search engines and terms to find sites which relate to their products. If they come across yours and you have an Advertise Here page, they just might contact you for advertising information. Be sure to also submit this page to major search engines.
Another simple way of getting advertisers is to go to your competitors web sites and see who's advertising with them. All is fair in love and Internet advertising, right? If you can offer them a better deal, they just might place their advertising with you.
Don't forget to look into off-line businesses as well. For example, there may be a magazine (not online), which shares similar demographics with your web site. By taking time to do a little research and to draft a well-written letter of introduction, you may find these off-line businesses very receptive to placing advertising with you.
There are also many advertising agencies which would be more than willing to help sell advertising on your site (or in your ezine), but I suggest trying to do it on your own at first. If later you need help, then contact these agencies.
For an example of an Advertise With Us page, see http://www.taddgroup.com/newsletter_advertising.htm or go to our sister site http://www.mysticbeagle.com/advertise_here.htm
Todd W. Winslow is the co-owner of TADD Marketing Group, L.L.C. He is also the founder of TADD Publishing Group which publishes a variety of e-mail newsletters http://www.taddgroup.com, and is co-creator of The Mystic Beagle - a romance and relationship advice web site http://www.mysticbeagle.com