A Media Snapshot
Editor's note: To help you make sense of a staggering number of advertising options, Inc. will periodically run a comparison table.* * *
Quote-unquote: CD-ROM is one of today's hottest interactive media, and "we want to stay in the forefront," says Dave Beazley, director of catalog operations for Doneckers, a $25-million clothing retailer in Ephrata, Pa. So last fall Beazley signed on with the Merchant, a CD-ROM shopper from Magellan Systems (800-561-3114), in Calgary, Alta., Canada. While some might balk at Magellan's stiff new fees, Beazley asserts he's gotten his money's worth. The CD saved him paper and postage costs. And, he says, "we got a lot more orders than we expected."
|The Merchant CD-ROM catalog||Female catalog-shoppers||$30,000 to $40,000 per 200,000 CD-ROMs|
|New York City subway||3.5 million subway riders||$75,000 to $95,000 per month 10-car placards per day|
|Free advertisers' postcards||Nightclub, music-store, restaurant, and health-club patrons||$2,000 per 20,000 to 25,000 cards|
|30-minute infomercial||Des Moines weekend TV viewers||$6,000 to $7,000 per week (for airtime)|
Sources: Suppliers, experts, and advertisers. -- Robina A. Gangemi