The best thing you can offer in an ad package is exclusivity, although few publishers can. Back in the days of print-only publishing, there was little opportunity to be an exclusive sponsor of anything, but what brought them in was a separate but aligned strategy: scarcity. The most scarce and desirable sections of a magazine are the back of the front cover, and the back cover, which go for more than $100,000 each in most magazines. And a new element that the web brings to advertisers, more so than ever before, is alignment. The most successful sponsor-driven publishers we know do very well at aligning the right ads with related content. Mequoda outlines the top seven, which includes:
- Native Ad Development
- Web Edition Native Ads
- Email Extras
- Email Banner Ads and Text Email Ads
- Lead Generation Products and Forms.