Comments on: Fairfax slashes digital advertising rates

By: Ellie Rogers

Ellie Rogers — Mon, 25 May 2009 13:07:07 +0000

Fairfax are playing a very dangerous game in the race to zero and seriously de-valuing their long term offering. The sentence “that isnt what we paid in June” will come to haunt their future negotiations. Why don’t media publishers take a lesson from the travel industry’s flight pricing model which rewards for loyalty and early booking instead of this last minute car boot sale?

By: John Sands

John Sands — Fri, 22 May 2009 06:10:56 +0000

Ahh – Fairfax slashing jobs, slashing prices – print people running an online business….who’s really up who and who hasn’t paid?

By: JD

JD — Fri, 22 May 2009 05:05:48 +0000

Bill: Mobile Phones are a fantastic use of time in the cab between meetings

And before you check my IP Tim, we all know that most prviate internet browsing is done during work hours… that’s what makes internet advertising so affective.

By: jenene freer

jenene freer — Fri, 22 May 2009 05:03:03 +0000

Thanks for the lesson Bill on economic reality. I reckon the fight is probably worth it. And I checked with the boss, she said it was okay ;0)

By: Bill Minnis

Bill Minnis — Fri, 22 May 2009 03:48:04 +0000

All very clever guys, but how many hours of your employers’ time has gone into this exchange of opinion? Only five comments have been posted outside of business hours.

By: Widescreen

Widescreen — Fri, 22 May 2009 03:28:34 +0000

I guess the digital sales team hadn’t picked up on the conclusions within one of their own articles:
http://business.smh.com.au/bus.....-8i1u.html

By treating their content & ad space as a commodity and making audiences reload multiple pages (and ads) for longer articles, Fairfax opened itself to the potential of being cheapened in the rush for digital dollars.

Awesome time right now for smart digital traders/agencies with the benefit of clients with a long-term view on adspend (FMCG, Auto, Finance) to strike market leading deals (& not just on price) for the next 12 months.

By: Mr Smith

Mr Smith — Thu, 21 May 2009 07:50:12 +0000

Harold must be filthy – bilking his clients for 20% of a paltry $3 per thousand. It’ll make it tough to get that volume bonus.

By: Quentin Long

Quentin Long — Thu, 21 May 2009 05:47:53 +0000

Hey Jenene,

Frequency capping should be detemrined by the nature of your site and therefore visitors.

If the nature of your site is a weekly visit then a frewquency cap of 6 uniques per day is fine.

However if you are a daily news site then different story – hence the frequency of 42.

Cheers
Q

By: Peter

Peter — Thu, 21 May 2009 04:15:45 +0000

Neil, expect it from the Daily Tele and not the SMH, have you looked at the SMH web site lately ….perhaps not, or you may have registered the type of rubbish they’re currently publising….a bit of internet snobbery there mate

PS it’s Fairfax discounting not News, and it’s not just their websites either

By: jenene freer

jenene freer — Thu, 21 May 2009 04:10:10 +0000

Obviously I meant, what do you mean by site specific? If you mean not network, yip, that’s what I mean too.

By: Jenene Freer

Jenene Freer — Thu, 21 May 2009 04:00:48 +0000

What’s site specific?

By: Quentin Long

Quentin Long — Thu, 21 May 2009 03:12:47 +0000

Take your point but it is site specific.

By: Jenene Freer

Jenene Freer — Thu, 21 May 2009 02:36:55 +0000

James, we offer frequency capping as standard with every campaign at no extra cost. (completely agree with you Ben). As for the number, it depends on the brand – some female product brands need more eyeballs (if you’re measuring by click), and depends on the offer (we will measure it daily and make changes as its going to make sure it performs against category benchmarks). We also offer exclusive ad on page and geo targeting – which I am shocked is not standardised / expected from every publisher.

As for ninemsn allegedly giving away bribes for advertising, good luck to them on that one – most corporates have a rule internally about not being allowed to take them. How about instead of empty bribes to buy crap space – we all pledge to have an offering that includes great service (on time, within budget, easy to work with, project management, client appreciation, good reporting), premimum content (integration / time on page / content you like to be associated with), very good reach of your actual audience (at a size your client feels comfortable with) and at a reasonable price that is cost effective against other media.

Let’s make that the norm.

By: Neil Ackland

Neil Ackland — Thu, 21 May 2009 02:24:33 +0000

I can understand discounting banners and inventory that’s unsold at the end of fin year, but what surprised me about this is they are blatantly price slashing those intrusive homepage takeovers.

Those executions significantly compromise the user experience, so much so that many people in my social circle are switching to the ABC for their news as a result of being bombarded by Listerine ads and alike on smh.

These executions should be held as the jewel in the crown, only sold at a super premium and used sparingly for relevant and interesting creative. Once you start flogging them on the cheap you are saying that you no longer care about your audience. They are secondary to the advertiser. I would expect that from the Daily Tele but not from the smh.

By: Ben

Ben — Thu, 21 May 2009 02:20:37 +0000

“Yep we advise and deliver clients a maximum of 6 unique impressions per day based ”

At that rate an ad could get a frequency of 42 for a week – how efficient …