jjoyce wrote:You have made these points as though we have no idea what our own ads are doing as far as clicks and rates.
What does that have to do with whether text ads would be more effective. Have you tested them to see? I would be flabbergasted if a well-integrated text ad performed worse than a flashing banner ad that sometimes has objectionable content.
The click-through rate of our ads (only one measure of an ad's effectiveness) is significantly higher than the national averages and higher than what a lot of other alt weeklies report.
And what would that rate be? 0.8%? What are the other measures you are using for ad effectiveness, BTW? Eyetracking studies?
Also: As this site continues to deliver value to our advertisers (which we do), we're able to increase rates (which we have). And we have more advertisers now than we did last year. All of these points are fact, not speculation.
I never disputed them. What I disputed is the long-term value and business sense of banner ads as a primary source of income. There are many factors that would influence the number of advertisers in your paper. Unless you have demonstrated that TDP is somehow the exception to a well-established fact of banner advertising, it is moot.
It's great if it's helping TDP for now, but it is not a tenable business model long term to base the entire survival of the organization on banner ads. I am quite certain you don't and would find the notion equally ridiculous.
Now, if you as a user are indifferent to ads, then fine. And if you choose not to click or even acknowledge them, that's fine too. But there are a lot of advertisers and users who find value in ads. Ads are content, when it comes to local papers like Isthmus.
The Isthmus is delivered in print. TDP is not. There is a massive difference in how users interact with each. I am not disputing the value of print ads at all. If you were to place print ads in the same spot on every page of The Isthmus without exception, you would find the same thing happening with the print version as happens with virtually every site on the Internet that does the same.
As you recall, what started this whole chain of the value of advertising was the absurd thought-terminating cliche that TBP tried to introduce by suggesting that not viewing the ads would eventually doom TDP. It is based on the reasoning above posted by white_rabbit that I somehow owe TDP my viewership of ads because otherwise we'll all get "crappy bartenders."
This is, of course, based on the highly illogical assumption that quality bartenders would just give up a valuable segment of the market instead of increasing their rates or finding other ways of being profitable. Apparently bartenders, TDP, and online advertising is so inept and unresponsive to market forces that, like a lemming, it just walks off any ledge in its path and then blames the ledge.