Precision

So, several months ago, I started hearing folks -- non-media-savvy folks, mind you -- asking why newspapers couldn't be more precise in their ad pricing.

Why can't you charge the same way Google does, where I only pay for the clicks?

The demand was for something tangible and precise, something that couldn't be fudged.

Or could it?

If only there was an even more precise metric. Hmm...

Comments

[Daniel Brogan]

I've been enjoying your site for several months. Keep up the good work.

One issue that I haven't seen you address regarding pay-for-click ad models. Let's assume that we as publishers do a great job of assembling an audience and then delivering approriate ads to the proper readers.

But what happens if (when) the client's creative sucks? We don't get paid, even though we've clearly lived up to our end of the bargain. Do publishers now have to also become ad agencies, to ensure that the creative is successful?

[Peg]

This is a point we're still struggling with, and I imagine we'll learn as we go. Certainly we'll have an incentive to talk candidly with advertisers about their creative. And we've conceptually discussed an "insistance on running cruddy creative" surcharge.

Some thoughts on that here.

[Tim]

Ad pricing at my paper includes creative it is offered up front in the pricing for Web and print. We tend to be charge the most in our market but by adding in services and the strenghts we have it can be justified and will create repeat business.
On the issue of creativity. A good design is important but what is being marketed and how it is said is a larger matter. If the ad does not inspire clicks or calls the advertiser does not see it as a bad ad, but that he spent money with the wrong company.
Working for a publisher who has been around for over 100 years, there is alot of experience and info on the market that can help an advertiser flavor their ad for the best results.
Consultative selling , takes time and effort, but when the advertiser sees a return they will come back. A little effort and advice goes a long way.