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A Banner Year

A basic course in advertising on the Web

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This story appears in the January 2001 issue of Entrepreneurs Start-Ups magazine.

Web is expanding faster than a lottery winner's circle of friends-up 69 percent to a whopping $6 billion in 2000, according to projections by New York City research firm eMarketer. If you've created a site that's drawing lots of traffic, why shouldn't you take advantage of that bonanza?

No reason, given you carefully consider the ins and outs of selling advertising on your site. The first thing to do is understand the basic Web advertising models. The banner ad is the standard Web advertisement, and you can charge people for placing banner ads on your site using the same pricing scheme practiced by the outdoor advertising industry, namely, how many people saw it. The difference is, instead of basing your advertising rate on the number of cars driving by a billboard, you can charge based on the number of impressions, or times an ad is rendered for viewing by visitors to the site.

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