Sponsorships: Thinking Inside the Box

Moffly Media

Business consultants have been using the term outside the box for years now in an effort to maximize profits. However, Moffly Media has found that thinking inside the box can actually have financial benefits as well.

In reevaluating our sales strategy, we decided to base all display advertising offerings to sponsorship packages. Eliminating ROS* campaigns, enabled us to upgrade our CPM** to a premium level as well avoid overwhelming prospective advertisers with too many types of products.

The package we have created offers the following:

  • Banner exclusivity within the sponsored section
  • 4 impressions with each page view (3 banner ads and the “sponsored by” logo
  • An advertorial-driven module “inside editorial box” of the sponsored landing page. This module would be placed in the top slot of the left-hand column, offering tremendous visibility to the advertiser

There are, however, some guidelines that we closely adhere to when handling advertorial content:

  • ASME guidelines state that all stories must be clearly labeled as “Advertorial” or “Special Advertising Section.” See the “Spring Yard Maintenance” module/article here: http://www.mofflymedia.com/Moffly-Publications/HomeandGarden/***
  • The content must be relevant and useful to our readers
  • The quality of the content must maintain the same high standards as our editorial content

With a properly prepared strategy, “Inside the Box” can offer a great way to increase value to your ad campaign packages. Not only does it provide a great way for your clients to gain increased exposure, but it also can provide your readers with content that remains valuable, regardless of its source.

*run of site

**cost per thousand (impressions)

***If this link is no longer current, please click the links below to see the pages referred to in this article.

Spring Yard Maintenance Module

Mofflymedia.com Home & Garden page

Mofflymedia.com Dedicated Sponsorship Page

Mofflymedia.com is a portal site for the four main publications of Moffly Media: Greenwich Magazine, Westport Magazine, New Canaan-Darien Magazine and athome in Fairfield County.

Posted by Super on May 4, 2009 at 07:18 PM in | Permalink

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