Advertising Space Prices - Local Business

[EndGame]

I know, I know.

The above thread title makes little sense. I'll try and be a little more clear in this thread though.

I want to sell advertising space to local businesses on a website which gets between 10k-20k visits a month from a very specific demographic, a demographic these businesses want to reach.

Can anyone suggest some rates or places to look for some rates? I am thinking about offering banner advertising, text links to websites and some editorial content advertising.

Has anyone got any experience with this, or can they point me in the right direction as to where to get the information from?

Thanks

Al

[JohnMcCabe]

Do these local businesses share a niche (i.e. real estate agents or hairdressers)? If so, there is likely a trade group or professional organization. Try contacting the trade group to see if they have any data.

Another approach would be to look at what the various ad networks charge for banners, text links, etc. From that baseline, you could add a premium for both the local targeting and the narrow demographic.

I can't tell you about the UK, but here in the colonies , local newspaper sites often publish the kind of data you are looking for in their rate cards.

Finally, you could check the rate cards of print publications with similar focus and distribution numbers to get a baseline.

[EndGame]

Thanks John.

The only thing the businesses share is the demographic that they target. But your ideas and suggestions have provoked some thought and action!

Appreciate the input!

[EndGame]

Hey Imran.

Thanks for the link. I'll check that out, and some others as well and try to gauge some averages.

[Mark Riddle]

Endgame,

The price will depend on the reason the traffic is there.

A site for a local pet rescue will have traffic, but it won't be traffic that is looking for merchants.

The bottom line is the traffic is only worth what the merchants think its worth.

You're in the adverting sales game, and the key to ad sales is that you are able to generate traffic and income for local business for a reasonable amount.

What is reasonable changes by the type of business that is advertising.

Mark Riddle

[artwebster]

Hi, EndGame,

Simple question - It's your web site, they are your visitors, it is your local businesses that could be interested in the advertising potential - what value do you put on your effort in creating this opportunity?

[WendellC]

Al -

Hi.

Here's another way to price your web advertising: Rather than trying to compare prices with other banner ad services, find out what the merchants are paying for their current advertising media and try to beat that.

For example, a lot of small merchants in your area may use coupon mailers. You can call the coupon mailing company -- ask for an ad package -- and then you'll know their cost, how many people get the coupons, the target area, etc.

See if your web advertising offers benefits over it. You may be able to offer better pricing, more targeted customers, more total traffic, etc.

Then contact each of the merchants who fit your web advertising profile and tell them you have a better way to get them customers.

Most businesses are interested in ROI and if you can offer a better advertising rate of return then I think that would be an irresistible offer...

Hope this helps.

Wendell