27 May 2005

Salon's Opt-In Advertising Takes Off

"While Salon has only about 85,000 paid subscribers [$35 per year], between 175,000 and 200,000 users visit each day using the Site Pass"--an option that grants visitors free access to Salon's content if they view an ad before entering (Wired News). As much as I want to believe Salon's SVP of sales when she claims that these ads experience click-through rates between 5% and 20%, those percentages sound exaggerated. But even if those numbers are half right, it's a wonderful phenomenon: When consumers are reminded of the role advertising plays in supporting quality content, they respond more favorably--and more often. I hope Salon has started a trend.


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