Gawker Gets Scammed

spiers:

ryanbrown:

spiers:

The sponsored posts should go for far more than the $3 CPMs on display.  They’re taking a premium form of advertising and using it as an add-on, when they should be upselling it. (And there’s no inventory for sponsored posts.)

And in that email exchange, there’s no upselling, just throwing it in for free.

What’s more: this lead CAME to them! Why are you throwing in fries and a drink when the client is clearly willing to pay full price for the stand alone product? I’d understand if this was an effort to build a portfolio of executions for a new product or something… but the “sponsored post” is pretty old hat for Gawker Media, and the “client” is already starting at the 25k line!

What Ryan Brown said.

Because the rebuy is better than the buy. Because you want clients who get real value and keep coming back. That’s how you build a business.

Cite Arrow reblogged from spiers
40 notes | | Oct 27, 2009
  1. brianvan reblogged this from geisen and added:
    Off-topic: I see the jargon-heavy discussion above, and realize this: All lines of business, technical or artistic or...
  2. gross reblogged this from mikehudack and added:
    Classic sales rule; Don’t sell what has already been sold. No need to throw in the sponsored posts, that is how you...
  3. geisen reblogged this from spiers and added:
    I agree with you that custom programs are critical at this point. Value-add is simply a tactic. It’s a tactic because...
  4. spiers reblogged this from mikehudack and added:
    I totally agree. But I haven’t noticed any disparities between re-ups from clients that are getting traditional...
  5. mikehudack reblogged this from spiers and added:
    Because the rebuy is better than the buy. Because you want clients who get real value and keep coming back. That’s how...
  6. mikehudack reblogged this from spiers
  7. spiers reblogged this from geisen and added:
    Well, my experience of doing non-standard plays is that the publisher always does the creative. Might be different for...
  8. geisen reblogged this from spiers and added:
    This is actually pretty common. IAB units are easier to peg to CPMs than unique placements like sponsored posts because...
  9. spiers reblogged this from ryanbrown and added:
    What Ryan Brown said.
  10. brianvan reblogged this from spiers and added:
    Weird. I’ll just say that...pick, I’d do it your way. Also, I
  11. ryanbrown reblogged this from spiers and added:
    What’s more: this lead CAME...client is clearly willing
  12. spiers reblogged this from brianvan and added:
    That’s not what I’m saying. The sponsored posts should go for far more than the $3 CPMs on display. They’re taking a...
  13. brianvan reblogged this from spiers and added:
    This is a guess at something I know much less about...other things I’d speak boldly about,...
  14. spiers reblogged this from lock and added:
    Ha. Bonus points! Per Lock,...Ad Sales’ guy’s email:...So...
  15. ryanbrown reblogged this from lock and added:
    “Hey man” was my favorite part.
  16. lock reblogged this from soupsoup and added:
    Interesting thing here isn’t the scam, but the bits of Gawker ad sales intel in the exchange with Del. (For bonus...
  17. gawker reblogged this from soupsoup
  18. cvxn reblogged this from soupsoup
  19. soupsoup posted this