I’m near launch of a subscription site and am now delving into what rate(s) to charge for advertising on the site . . . really know little about structure of that so any advice would be helpful.
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Jay’s Answer: An advertiser will care about how many unique visitors you get, where they come from, if they buy from you, their demographics, etc. The more information you have, the more valuable your visitors potentially are to advertisers. To get some of this information, you’ll need to install web analytics (such as: http://www.google.com/analytics/).
As for the value of an ad, it depends on how much you can show how targeted your visitors are and how willing they are to spend $ (and how much).
As for ad rates, here are some articles that you may find useful: