Find out more about the world of advertising at Advertising Age. The print edition of this magazine has been around for over 60 years, providing marketers with news, information, and weekly reports on marketing, advertising, and the media. The online edition recasts several articles and reports in electronic format. It also offers you the option of listing your name, company name, company URL, address, etc. in its database for free so you can get more information on marketing services and opportunities.
 
When you visit a Web site, check out the names of site sponsors that dot the page in logos and banners. They may provide links to more information about the topic you're exploring. For example, WebConnect, a sponsor of the Advertising Age Web site, identifies itself as a site specializing in Web advertising. Clicking the WebConnect logo on the AdAge home page takes you to WebConnect's home page (http://www.worldata.com/webcon.htm), where you'll learn more about WebConnect's Internet marketing services and how it can help you attract potential customers to your site.
 
Place advertisements wisely. Use search engines like Yahoo, Lycos, and Infoseek to locate sites your customers are likely to frequent, then explore those that accept advertising.
 
Before paying for an advertising service, be sure the selected company gives you a traffic report that details the number of impressions the site receives, as well as the click-through response rates. A hit rate indicates the number of times your advertisement is requested from a page being viewed by a visitor. A click-through rate refers to the percent of times site visitors clicked on your logo or banner to visit your Web page. The typical click-through rate ranges from 1 percent to 4 percent, but some well-designed banners on very popular sites have click-through rates of 7 percent to 30 percent.
 
Keep your message simple. Advertisers suggest that using a call to action like "Click Here" will increase click-through rates from 40 percent to 300 percent.
 
Collaborate with other Web publishers. They might be willing to add your URL to their site if you add their URL to yours. Alternatively, they may discount the cost of advertising services if you add their link. It never hurts to ask!

 
    Beware of advertisers who ask you to sign an exclusive agreement--unless they can provide several references and market your site to pages having a guaranteed number of impressions per month.
 
 
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