Web Advertising isn’t Better – It’s Just Easier to Sell

December 5, 2006 at 8:17 pm Leave a comment

The first company I started was an advertising based business. My partner and I bought/licensed/rented advertising inventory from minor league baseball stadiums and repackaged it into regional networks. We figured that teams that were averaging a few thousand fans a game couldn’t afford the type of sales force necessary to sell-out their advertising, but if we could roll-up their inventory into a network we could find a way to sell it. 

What we quickly found out is that advertising is incredibly difficult to sell. It’s not that it isn’t effective, or that it isn’t needed, but selling is all about benefits and it is very hard to quantify the benefits of traditional advertising.

I think the reason everyone is drooling over web advertising is because they are confusing who measurability is good for. Web-advertising is great because it is so easy to sell and because it makes a marketer’s job easier, but does it really do a better job at delivering a message than TV or Radio or Print? 

The other mediums are figuring out that measurability is good for business and are developing the tools to measure the ROI of their inventory. When this happens, web advertising will be just another advertising tool in a marketer’s repertoire and the allure of web advertising will be gone.

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Entry filed under: Start-up.

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About

Exactly one year ago I set off on the most exciting journey of my life; I started Emerging Demographics Inc (the parent company of HireWorkers.com).

Along the way I was selected as one of the top 20 young entrepreneurs by BusinessWeek.com and the 21st coolest young entrepreneur by Inc. magazine. I have also appeared in ABC7, Telemundo, NPR, and been quoted in StaffingIndustry.com, WorkforceManagment.com, Entrepreneur Magazine, and various other publications.

Over the next few months I will recount some of the stories and lessons learned from building, developing and creating a business from scratch.

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