> Community sites are the best places to reach particular types of audiences, and SI in particular is a very targeted audience. <
Prove it. That's what I'd ask you to do. Show me who your readers are, how much they have, how much they earn, where they live, how much they trade, what they do for a living, etc. Basic demographic stuff that most magazines have from their subscription information.
Most websites have nothing of the sort. Even the ones that require registration have no real reliable and up to date information. I have no idea what information SI has for me, as I haven't "updated" them in years. And unless they start requiring me to, I won't.
(Those few sites who do require actual paid subscriptions tend to have this, and tend to do much better at selling ads.)
"A bunch of people who like talking about stocks" is not a particularly targeted audience, and I doubt anybody at SI could really come up with a description that is much better than that.
That's the problem with most "community" sites, and many other information sites. Unless they actually require you to register and pay, with a credit card and known address, it's pretty hard to collect any useful demographics. Advertising is a game of odds, and you narrow the odds by knowing as much as possible about the people who use the various media outlets.
Agreed with you on the superbowl though. That's pure ego trip and purely a waste of money. Ads like Apple's Macintosh introduction only come along once in a lifetime.
mg |
