By: Jennifer Saba More is not always the best way to go. That's the online philosophy at GateHouse Media, which, among other sites, runs Wicked Local ? the popular community network of nearly 160 Web sites throughout New England.
To entice local advertisers (and national ones, too), GateHouse keeps it simple by limiting the amount of ads on its site. Says GateHouse New England Director of Online Sales Chris Eck: "From a local perspective we are giving them an exclusive way to stand out from their competitors."
Depending on the site and traffic data, sometimes there are only four, five, maybe six positions so that advertisers have prominence. "We're looking at traffic and what our CPM" ? cost per thousand ? "should be and simplifying the process for the local sales reps and for advertisers," he explains.
Eck says that many Wicked Local sites sell out of inventory, and in some cases advertisers have snapped up all the available positions on a particular site. "Advertisers have jumped on board," says Eck. "Some are like, 'Can I buy all five positions?'"
Some local advertisers spend some serious cash online. As Eck puts it, they "shock you. ... You ask them what they are doing online and all of a sudden you find out they are running a couple of thousand dollars a month with Google."
Embracing this trend has helped to double online ad revenue. Eck says that about 30% of Web-only advertisers also make print buys. Gatehouse avoids the upsell method ? buy a print ad, get a banner for chump change. "Online is not for free," he adds. "We charge for everything across the board."
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