Comments on: Selling Ad Space

By: Michael Sumner

Michael Sumner — Thu, 19 Nov 2009 15:32:46 +0000

Great point Frank, thanks for the comment. One should also consider if a position is being shared with other advertisers, such as when you have a header ad that shows your banner 25% of the time. Another example would be like on ChefPatrick.com, how he has 10 125×125 ads on rotation, sometimes you’re above the fold, and sometimes you aren’t, and you’re always in a sea of ads. His price reflects this though, in my opinion.

I think exposure is already somewhat factored into the number of clicks for each position, but if that data isn’t provided, the next best thing to look at is traffic vs. the number of ad slots.

As a site owner, I would rather have less positions available at a higher price, so there aren’t as many slots to worry about keeping full. But others might prefer to be more accessible to small businesses and make money from volume instead of margin. As you said though, the price needs to accurately reflect how much exposure the buyer is getting on the site.

Good luck with the media kit.

By: Frank Michlick

Frank Michlick — Thu, 19 Nov 2009 15:05:53 +0000

Thanks for sharing your view on purchasing advertising, I think it’s quite comprehensive, Michael. I’m actually currently working on a Media Kit for DNN.

One additional item I would take into consideration is how much other advertising is on the site you’re looking to advertise on – i.e. is the site filled with ads so no one is going to notice your ad or is it going to stand out.

By: Ryan R. Young

Ryan R. Young — Wed, 18 Nov 2009 12:49:50 +0000

Thank you for this. I just wrote a post yesterday about opening up advertising on my blog. As one of the people who are new to the domain industry and have just recently started my blog, you have given me invaluable insight. I will definetily apply the tips you have written about to my future advertising platform.