New STRAT Article: Price Objection over Online Ads

Oct. 15, 2010 - PRLog -- In the October 2010 issue of the STRAT online newsletter, publishing consultant William Dunkerley explores some of the chief problems associated with online advertising. He finds that faulty sales methodology and online ads themselves are often to blame for low online advertising rates.

Dunkerley asks whether or not magazine sales people are "unwittingly prompting [price] objection." It is most important, he says, to convince a prospect of the benefits of an advertisement before mentioning price. He emphasizes that successful advertising "is not an activity that is loss-making. It is profits-producing."

Another culprit, says Dunkerley, is the online ads themselves. "Many advertisers are refusing to accept publishers' online rates because the online advertising isn't paying off for them," he says. He advises against relying on clickthrough numbers and server statistics, and emphasizes the importance of online advertising efficacy.

To read this article, visit http://publishinghelp.com/strat.

# # #

STRAT is a monthly newsletter for publishers of print and online magazines. The newsletter addresses various issues of interest to publishers, including strategy, technology, industry news, and advertising sales.