ETD: 988 Advertising - ePage & AdJungle; Craigslist; The New York Gift Week - August 1017, 2006
E-Tailer's Digest
etd_post at gapent.com
Tue Jun 20 12:43:09 GMT 2006
E-Tailer's Digest --- Everything for the Retailer
Issue #0988 June 20, 2006
George Matyjewicz, Moderator mailto:georgem at gapent.com
Published by: GAP Enterprises, Ltd. http://www.etailersdigest.com
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CONTENTS
[1] Greetings
[2] Advertising - ePage & AdJungle
[3] Craigslist
[4] The New York Gift Week - August 1017, 2006
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[1] Greetings.
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Hi All:
I finally got list member Brad Waller to tell us
about their successful advertising
business. It's nice to see a pure play (i.e., on
the Internet only) company doing well with 12+
years in business. Take a lesson from Brad.
List member Javilk reports on the Craiglist,
which we touched on in last digest. John has some good points.
The NY Gift Week show is coming up in early
August, for those interested. This year it is at
the mart's new showroom at 7 West 34th Street in
NYC. That's on the corner of Fifth Avenue (yes,
the Empire State Building is there).
It's interesting to note that this mart is owned
by Merchandise Mart Properties, Inc. which is
based in Chicago, with marts in other major
cities. NYC is the only major city not to have a
central building for their marts, like in other
cities. In Atlanta, Dallas, Chicago and other
cities for example, they have merchandise marts
where buyers come to buy. In NYC, the "marts"
are spread out through the city. For example,
the apparel section of NYC goes from 33rd Street
to 41st Street between 9th Avenue and 5th
Avenue. And, when they have a show, the
showrooms in that district will be open, or they
may have it in the Javitts Center Convention Hall.
BTW, if you are the right size, it's a great
place to shop right after the shows. They have
sample sales.My wife is CFO for one of the major
high-end apparel manufacturers and when they have
a sample sale, the line goes out the building and
around the block. And they are on the fourth floor of a building off Madison!
Now, let's get to everything for the retailer.
Sincerely
George Matyjewicz, PhD
Chief Global Strategist, GAP Enterprises, LLC
mailto:georgem at gapent.com
http://www.etailersdigest.com
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[2] Advertising - ePage & AdJungle
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Our Moderator wrote (March 30)...
> Brad, give us an update as to what you are doing and where the
> business is now and where it is heading.
As long as you made a post on Advertising, I
figured it would be timely to give you my long overdue update.
It is hard to believe that I am only a few years
away from my Internet business being the longest
single job I have ever held. I worked for 13
years in the aerospace industry for the same
company, and I started with EPage in 1995, so I'm
getting close to breaking that record. It would
not be so amazing if it was not for the fact that
the Internet pure plays have only been around for 12 or so years.
We are still doing EPage, now the oldest Web
Classifieds site and we have one of the oldest
affiliate programs offering co-branded
classifieds to our affiliates. What is new is
that we revisited an old service that we were
developing in the boom years. This service was
dependent on venture capital and was going to be
a huge ad manager/link exchange/affiliate
program/CPC network/ad sales all-in-one
service. A few years ago we decided instead to
focus on a small part and re-write the code just for that.
The need we were addressing was one near and dear
to me - managing and selling the banner ads on
our site. We had many inquiries from small
advertisers and it was just not worth my time
negotiating, filling out Insertion Orders,
signing contracts, and then setting up the
required rotation, tracking impressions, and
reporting all for an order that might be $250. Or $50.
What I needed was a simple way to manage the
default ads that we would show on the site, along
with a simple way for advertisers to buy up this
inventory without human intervention. This is
the basis of AdJungle.com, a service where any
publisher can manage and sell their advertising,
and advertisers can browse our publishers and
target individual sites or buy all sites in a
category if they want. Of course we can also
take a PPC text ad. Publishers can sell their
site on a CPM or cost per day (sponsorship)
model, whichever is best for them. Our model is
to take a percentage of the earnings we bring to
our publishers, so we earn when we help them earn.
What we developed was first made for us, then it
was "productized" and made into something that
anyone could use. All a publisher needs to do is
place a line of JavaScript into their page for
each ad placement they wish to manage. We
support the five most popular ad sizes: banner,
leaderboard, skyscraper, wide skyscraper, and
medium rectangle. Once created, publishers can
upload their own AdSense code, 3rd party network
banners, affiliate banners, or anything else they
want. They keep all the money the earn through
their own ads. They control 8 of 10 slots that
we rotate through for them - we reserve the other
two for our own network ads, but they still earn revenue from these ads.
The idea here is that the online ad marketplace
is growing and has huge potential, but the money
is being concentrated on the top tier
sites. There is also a huge untapped market of
small advertisers who have been disenfranchised
and are limited to simple text ads through Google
or similar PPC networks. We want to tap into the
growth of the ad market, the growth of local
content, and the growth of local advertising by
empowering publishers to sell advertising on their sites.
These publishers are rushing to Google, Yahoo!
Publishers Network, and the like and they are
happy at the money they are making. Others are
using these along with ad networks like
ValueClick Media, Advertising.com, Burst! Media,
Casale Media, etc. The problem is that these
sources are advertiser centric. They help the
advertisers spend as little as possible. Think
about it. Google will help you lower your per
click payouts through optimization. If you want
to buy ads on a site through their AdSense links,
Google will place your ads at a cost just over
what the site is making through PPC ads. That
means that these publishers have hit the stops
and are at the most they can earn.
AdJungle turns the tables because we are helping
the publishers maximize their revenue. We help
them turn all these other ad sources into the
minimum that they will earn from their site, not
the maximum. All they have to do is know what
they are earning from their own defaults and set
their rates higher than that. Some sites set
their rates at double the eCPM that they are
seeing from AdSense, and some set a cost per day
that is ten times more than what they typically
see. When an advertiser agrees that the site is
worth the rate set and buys a campaign, those ads
will supersede all defaults and the publisher
will be earning their potential. Sites with
active advertisers can easily double their current advertising earnings.
So, what have I been up to? Launching a new
business, recruiting publishers, finding
advertisers, attending trade shows, ...
You can see the service in action on this page (top banner, side skyscraper):
http://epage.com/js/browse/n0/1112000.html
You can see the "Ad Card" that an advertiser is presented here:
http://adjungle.com/aj/adcard.jsp?siterid=JS0000001018
You can see the page where AdJungle advertisers start from here:
http://adjungle.com/aj/campaignmgr.jsp?process=1000
Oh yeah, I also have a blog at ReveNews.com
(http://revenews.com/bradwaller) where I post
about whatever piques my interest, and I've been
writing for the official Ad:Tech blog (http://adtechblog.com/) too.
Brad Waller VP, Business and Affiliate Development
Phone 310.316.7424 | Cell 310.430.8374 | Fax 310.316.7624
_________________________________________________________
Classified Ad Affiliate Program: http://EPage.com/b/csp.html
Hosted Classifieds and Auctions: http://AdConnect.com
Manage & Sell Site Banner Space: http://AdJungle.com
+++ [Moderator's Comments] +++
Thanks Brad. Great stuff. Folks, I met Brad
many years ago when they were first starting, and
was impressed with what they were doing. I'm
always happy to see somebody succeed, especially
when they start with virtually nothing but an idea.
George
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[3] Craigslist
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Our moderator wrote...
> Craigslist.com is becoming a popular advertising site. They are in a
> lot of cities and countries. Has anybody tried them?
Craig's List is a non-profit community service
type of bulletin board run by basically not
enough volunteers. Many people go there to
advertise used goods, garage sales, short term
help, etc. for free. There are also paid job
listings (not short term Gigs), which
are supposed to be quite cost effective. The
job listings and donations help keep Craig's List afloat.
Before you choose an advertising channel, you
need to look at what markets that channel addresses, don't you?
If you are looking for a used door for $20 -
$120; are you in the market for a $800 - $2,000 door from Home Depot?
The number one thing Craig's list is for and
about, is CHEAP! If you had any doubt, look at
the image they put on their bookmark -- a
peacenik symbol! This is an on-line flea market for bottom feeders.
Do you think this market of bottom feeders and
fleamarket hounds appreciates being flooded by
ads for goods three to ten times the price of their budget?
To get around that, some retailers use more and
more deceptive techniques. Do you think the
shopper appreciate suddenly finding out they are
dealing with someone who is willing to, um, LIE to make a sale???
There is a LOT of resentment regarding what the
small business community is doing! It is
overwhelming the volunteer staff, overloading the
flagging system, crashing servers, etc. Small
business is destroying Craig's List just as
spammers destroyed the USENET News and e-mail! And the users resent that!
I've used Craig's List many years, bought and
sold several cars on it, helped neighbors buy and
sell their cars, etc. That's been sort of ok, as
we know we are dealing with cheap bottom feeders
haggling over price on things we'd otherwise pay to have hauled away.
I've even found a few short consulting
assignments in the Gigs area; but as a
professional consultant, I've found most of the
Gigs advertisers are usually too damned cheap and
quirky to work with! Other friends say Gigs type
help they've hired via Craig's List has been
mostly quirky and unreliable -- peacenik type
bottom feeders who just don't have a clue or any
interest in even appearing professional.
Are you a respectable e-tailer trying to sell
quality merchandise at decent prices that give
you enough margin to stay in business?
Remember, price wars often hurt the entire
market, driving the smaller businesses out of business.
How would you do at a flea market? What would
being remembered as having a booth at a flea
market? Advertising is an act of POSITIONING
yourself. What would being remembered as a flea
market type vendor do for your regular sales?
Is that really how you want to be
remembered??? Well, that's what Craig's List is
-- a large on-line flea market. that's how you
WILL be remembered if you advertise there.
Is that your market???
-javilk- mall-net.com
------------------- IMAGINEERING --------------------
----- Advice, Analysis, Strategies, Development -----
---- Got a problem? Give us a call! 408-705-2284 ----
Serving the World for three generations, since 1933
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Another Javilk (tm) brand post. Copyright (C) 2006,
Copyright retained. All rights reserverd.
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[4] The New York Gift Week - August 1017, 2006
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You haven't seen New York until you've seen 7
W. The New York Gift Week August 1017, 2006
Here's what's happening:
Thursday, August 10
Noon2 p.m. • Complimentary buyers’ lunch
4 p.m. • The SPA Life—Incorporating the Comfort Trend Into Your Product Mix
Join Pam Graves, editor of Home Fashion &
Furniture Trends magazine, as she discusses the
importance of well being and how to include this
trend in your store and home. After the
presentation, attendees are invited to Home
Portugal Trade Show, Suite 607, to enjoy
cocktails and view the complete Devilla Home SPA
Collection as well as 13 other product lines.
Friday, August 11
Noon2 p.m. • Complimentary buyers’ lunch
13 p.m. • Garden Botanika® Highlights the Natural You
Join Willie Melchor, national sales director of
Garden Botanika®, in Suite 743 as he demonstrates
natural beauty care with Garden Botanika
products, a balance of nature and science working
together to enhance your own features. Learn how
to incorporate these products into your store for
added sales and excitement, and then view the
complete line in The Fiori Design Group, Inc., Suite 735.
Saturday, August 12
910 a.m. • The ART of Visual Merchandising
Join Greg O’Neal, founder of Philosophy, as he
shares the visual merchandising methods used to
attract clientele, establish a brand and source
product to fit that brand. Complimentary
breakfast will be served. Sponsored by ART.
Noon2 p.m. • Complimentary buyers’ lunch
3 p.m. • The Arte Italica Fall Collection debuting exclusively at 7 W
Enjoy cocktails, preview the new fall line and
meet the creative team behind this exclusive collection in Suite 900.
45 p.m. • Staying Relevant in Today’s Retail World
Randy Eller, president of Eller Enterprises, LLC
and former president of CBK, will discuss why
independents should succeed and thrive forever!
Elller’s years of experience, covering all
aspects of the industry, give him a unique angle
in addressing key issues. This presentation should not be missed!
58 p.m. • Big Apple Bistro Evening—Shop late ‘til 8 p.m.!
7 W New York invites you to shop late and enjoy
beer, wine and bistro food throughout the floors of 7 W.
Sunday, August 13
Noon2 p.m. • Complimentary buyers’ lunch
45 p.m. • Tomorrow’s Customer: Who? What? Where? Why?
Tony DeMasi, president of DeMasi Marketing and
editor of Souvenirs, Gifts & Novelties magazine,
will look to the future of the retail customer.
Complimentary beer and wine will be served.
56 p.m. • NOW Designs opening reception, Suite 1007
610:30 p.m. • 55th Annual Retailer Excellence Awards
Join host, Gifts & Decorative Accessories and
co-sponsor 7 W New York at this premier industry
event honoring outstanding retailers in store
design, promotion and visual merchandising. Held
at the prestigious Tavern on the Green, tickets
are $150 each or $1,250 for a table of 10. For
information or to purchase tickets, contact Gail
Ma at 646.746.7342 or by email at gma at reedbusiness.com.
Monday, August 14
Noon • Ribbon-Cutting Ceremonies
Raise a glass of champagne with 7 W New York in
toasting to the largest number of new resources
to join our prestigious line of suites to date.
Noon4 p.m. • “They’re GRRREAT!”
Come meet Tony the Tiger™ in the new retro
Kellogg’s™ kitchen inside the Zrike Company
Showroom, Suite 704. Take a picture with Tony and
meet Karolina Palczynska, the designer of the
100th-Anniversary canister and the Tony the Tiger
breakfast series, while enjoying refreshments.
12 p.m. • Concourse kick-off champagne reception
Come celebrate the launch of the new Concourse level here at 7 W.
24 p.m. • Gotta get to GUND
Grand-opening reception, Suite C102.
46 p.m. • Kurt S. Adler, Inc. Grand Opening
The curtain goes up and everyone is invited to
join the entire Adler family in celebrating their move uptown to Suite C100.
Tuesday, August 15
8:309:30 a.m. • Jump-start your day with free coffee!
4 p.m • Madeira Embroidery: Tradition and Prestige
Home Portugal Trade Show, Suite 607, presents a
unique opportunity to learn the history and
understand the design, production and
certification process of this beautifully
handcrafted product. Following the short
presentation, all attendees are invited to enjoy
Madeira wine and traditional pastry.
Wednesday August, 16
8:309:30 a.m. • Jump-start your day with free coffee!
It’s SIMPLE to get to 7 W
7 W New York™ is easily accessible from all the
venues that are part of The New York Gift Week.
Complimentary Shuttle Buses
7 W New York
7 W 34th Street
New York, NY 10001
Merchandise Mart Properties, Inc.
Suite 470, The Merchandise Mart
Chicago, IL 60654
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