WDP New Client Inquiries

Over the past several months we have been inundated with requests for information on how White Dog can help someone’s business.  A large number of these inquiries are from owners of web sites who started the site because they loved the subject and they have now grown to a point where they feel that they can monetize it or can not withstand the expense any longer unless they generate more revenue. There have also been a number of publications approach us with very similar circumstances.

The current economy has us all searching for more revenue from varied sources.

First let me say think you to all who have approached us. I appreciate your interest, kind words and have enjoyed speaking with you.

Second, if you have not yet contacted us feel free to do so. Even if we are not in a position to work together we’ll be happy to guide you how we can.

Also, two people have mentioned that they send us an email and received no response. We, I, apologize. Last October we ran into an IT issue and while it was resolved in a day we have found non-junk emails captured by our filters. If you have not responded to your emails please try again or give us a call.

To move matters along when we speak here are a few questions we’ll ask. Having the info available will be very helpful.

How long have you been publishing the mag (how old is the site)?

How long do you plan on publishing it?

What’s the paid circ, readership, distribution (daily traffic, Time spent, page view)?

Have you sold advertising before?

Send your media kit.

That’s certainly not all of the info needed but it will help get us going.

We look forward to hearing from you,
Jeff

Think Before you Jump into Online Advertising

We have a large number of clients who advertise online. Most do some form of online advertising. Those who do not, yet, ask how, where and with what. My advise always starts the same. Be careful.

Online advertising has been the hottest thing for a decade, why not it’s new. Mobile is quickly replacing online ad the new glamor ad outlet but that’s another discussion. Online has seen huge surges in ad revenue, it’s new so why not, but for the most part those dollars have been flushed. We can chalk them up to research. Now it’s time to look at the data we have from 10 years of online ads and see where and how to best utilize our resources.

Let’s assume a web sire is already in you arsenal and that you are properly utilizing data gathering, stickiness, frequent visits, all the things that make a web site “great”. Now you want to advertise and drive traffic to your site. “Let’s put up some banners.” you say to your crew. The question is what type, size, format, where…

Please make sure your choice is representative of your product and company. Viewer perception will mean the difference between success and failure. Consider how you feel when you see different size and style banners. If you are designing your ads in house look at your competitors banners, look at the big boys ads, notice what banners cause you to click. If you are hiring an agency to work on your interactive campaign ask them why they are doing things the way they are. If they don’t give an answer you are comfortable with find someone else.

The new mantra for online advertising is bigger is better. Pushdowns, XXL Boxes, Fixed Panels are seeing greater clicks. Interactive ads that engage the user having them click on flip art and play videos are more popular and show increased user favor. Of course these are more expensive to produce than a 728 x 90 leaderboard.

Interactive advertising can be a valuable and integral part of your media mix, just be careful, it could also be the commode you send your dollars and time down if you are not careful.