Online Advertising CNBAM Benefits of Advertising Online Advertise products or services on the Internet for a fraction of the cost of conventional advertising methods. Linking to advertisers’ Web sites – allows the advertiser to provide more information than is possible in traditional forms of advertising • • • • • •
Color is always available at no extra charge New and interesting imaging, animation and graphics available Quick updates No geographic boundaries Unique viewers from outside your school, state, country Viewers include alumni, family members of students, prospective students • Current news and updates on news events • Reaches new and different customers
Iowa State Daily, Iowa State University
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Online Advertising CNBAM Sample Online Advertising Rate Card
University Daily Kansan, University of Kansas
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Online Advertising CNBAM Internet Marketing Online Newspapers Deliver for Interactive Marketers Newspapers have been able to leverage the Internet to build audience more successfully than any other traditional medium. Moreover, the audience they’ve built is demonstrably more attractive to advertisers than most. And finally, the advertising that runs in online newspapers pulls dramatic dividends for marketers. Power Users, High Spenders, Better Campaigns The online audience for newspapers continues to grow at a record pace, according to data compiled by Nielsen/Net Ratings. In March 2006, newspaper Web sites welcomed nearly 58 million visitors, accounting for 38 percent of all online users. Growth was steady over the last year, with the first quarter of 2006 marking an 8-percent increase in reach over the same period in 2005. Newspaper Web sites enjoy audience gains at a time when Internet audience usage typically recedes from fall highs. Visits per person also showed an incremental increase. NAA Planbook 2007
Online Advertising Partnerships Contact information for Online Partnerships College Publisher Paul Pennelli 100 City Hall Plaza, 2nd Floor Boston, MA 02108 617-248-9880 ext. 250 New Digital Group Christopher Anderson 100 N 8th St Ste 200 Lincoln, NE 68506 402-436-2160
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Online Advertising CNBAM Glossary of Online Terms Animated GIF – a single GIF file with multiple images and information for displaying them sequentially. Bitmapped graphics – also called raster graphics. Bitmapped graphics are images that have a specific number of pixels. As such, they are fixed into a particular grid of many vertical and horizontal lines of pixels. The grid is called a raster, and the images that are fixed to such a grid are said to be rasterized. The GIF and JPEG are images that you commonly use on the Web bitmapped (also see vector graphics). Browser – also called user agent. An application that enables you to access World Wide Web pages. Most browsers provide the capability to view Web pages, copy and print material from Web pages, download files from the Web and navigate throughout the Web. Compression – Reduction of the amount of data used to capture per second of real time media. It is commonly used for both sound and movies. Data streaming – the ability to deliver media in real time, much like a VCR, rather than having to download all the information before it can be played. Extension – abbreviated code at the end of a file usually used to identify the type of file. For example, a JPEG file may have the .jpg extension Frames – frames offer the ability to divide the web page into multiple regions, with each region acting as a nested web page. FTP – File Transfer Protocol. An internet protocol that enables users to remotely access files on other computers. An .ftp site houses files that can be downloaded to your computer. GIF - A bitmapped, color graphics file format. GIF is commonly used on the Web because it employs an efficient compression method. HTML – Hypertext Markup Language. This is common language for interchange of hypertext between the World Wide Web client and server. Web pages are written using HTML.
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Online Advertising CNBAM HTTP – Hypertext Transfer Protocol is the protocol that the browser and the Web server use to communicate with each other. Hyperlink – Linked text, images or media. Hypertext – Text that is linked to documents on the Web. ISP – Internet Service Provider. Java – A programming language developed by Sun Microsystems that is cross-platform compatible and supported by some Web browsers. JavaScript – a scripting language that enables you to extend the capabilities of HTML. Developed by Netscape. No relation to Java. JPEG – Joint Photographic Experts Group; also the graphic format developed by them. JPEG graphics use the glossy compression technique that can reduce the size of the graphics file by as much as 96 percent. See GIF. Links – Words or graphics in a Hypertext document that act as pointers to other Web objects. Links generally appear in a different color. When you click on a link, you can be transported to a different Web site that contains information about the word or phrase used as the link. Pixel – A pixel is the distance from one dot to the next on a computer screen (pixel means a picture element). Rollover - A navigation button that changes when the end user’s mouse rolls over it. Search Engine – A type of application, commonly found on the Web, that enables you to search by keywords for information or URL’s. Server - A computer that provides services for the users of its network. The server receives requests for service and manages the requests so that they are answered in an orderly manner. URL – Uniform Resource Locator. The address for a Web site. Vector Graphics – Images that are stored as lines and curves, instead of pixels. Vector graphics can be rendered in various sizes, resolutions, and media, without losing information.
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