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Sponsor Articles


Sometimes an idea expressed in an article sticks with you. A new concept or a way of doing something gets verbalized and then takes a life of its own. Here is a brief summary of the top articles I have seen about internet sponsorship. Most have links. The order in which I present them will probably make little difference to you. (**** = best)

Search Firms Reach a Fork in Road**
by Robert E. Calem in Web Week - January 1996
While article mainly discusses the business of Yahoo, Excite, Lycos and Infoseek, Calem also interviews advertisers about results in placing ads in these sites.
Ad-Supported Web Sites Will Be Rare, Experts Warn****
by Elizabeth Gardner in Web Week - December 1995
A dose of reality when talking to eight ad agency execs that there is no golden goose. However, focus in only on the large, corporate sites, but a warning to all.
Web Audit Disaster ****
from Who's Marketing Online - December 1995
Web Audit was providing a service to count visits to your web pages, but they got in over their heads. An excellent account of what went wrong.
First Web Advertising Placement Study Debuts ****
Web Track press release - December 1995
Hard numbers! A great review of the year in sponsorship on the web. A must read.
Recipes for Change***
by Deborah Claymon in The Annex - December 1995
Sure non-profits can put their brochures on the Web. Here are some examples of actively using the media to meet their mission.
Why Online Shops Need Women's Touch**
by Kathleen Murphy in Web Week - December 1995
Women account for 70% of retail purchases. Getting women to participate on the Web may be the key to increased sales. Sponsors and sites take note.
Everything You Ever Wanted To Know About Site Sponsorship ...But Didn't Know Who To Ask****
from Who's Marketing Online - November 1995
Webmasters from many sponsored sites tell you how they got started in getting sponsors. Facts that are hard to find.
It May Be Crude, But Its Inventor Says It Works**
by Kathleen Murphy in WebWeek - November 1995
No Shit is the software which allows a browser to skip the display of advertising banners. Sounds too complicated for most users and who wants to read magazines without ads? But it shows that not everyone is receiptive to Web sponsorship.
Generating Revenues from Websites * * * *
by Eric Schlachter in Boardwatch Magazine - July 1995
A thorough review of different ways to make money on the Web. Covers five models: subscriptions, shopping mall, advertising, computer services and ancillary business model.
Making Money on the Web * * * *
by Maddox, Wagner and Wilder in Interactive Age - August 28, 1995
Hard facts that people are making money on the Web. Great news for small companies. Four ways: direct sales vehicle (e.g., catalogs), advertising, subscriptions and transaction fees.
Caught in the Clickstream ****
by Andrew Leonard in Web Review - September 15-28,1995
Clickstream is a wonderful term, but not necessarily the answer. Excellent reading.
Brand-New Bred: Those Who Sell Space On Web Sites * * *
by Jeremy Carl in Web Week - August 1995
A day in the life of a Web ad executive. Where else, but on the road in Silicon Valley.
Publishing Models for Internet Commerce * * *
by Tim O'Reilly in ora.com - June 1995
Well thoughtout piece on commercializing the Web. Discusses business models and metaphors from other media.
Yahoo and Lycos: Race for Sponsors Is On * *
by Robert E. Calem in Web Week - August 1995
One ad will not fit all. Looking to match sponsors to searches.
The Price is Right * *
by Steven J. Vaughan-Nichols in Web Week - June 1995
Problem with using hits to determine ad rates.
How Big Is This League? *
by Jeremy Carl in Web Week - September 1995
Even with sponsors big money, questions abound about how many sites will survive. Minor coverage of sponsorship.

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