A newsletter called ‘Check Box’ is launching this month with the goal of
becoming “the definitive source for news and reporting on the performance of
various banner exchange services and Web site marketing.”
Publisher Gregory McKenna already operates a San Francisco-based site called
the Banner Exchange MegaList, which
also
offers free banner creation resources.
“Any marketing program which makes online advertising available free or for
as little as $50 a campaign should not be overlooked,” said McKenna. “This
(banner exchange) pricing is impossible to find elsewhere on the Internet and
is of tremendous value to small businesses with limited Web site promotion
budgets or for larger businesses looking to test creative prior to launching a
large campaign. Most of the exchanges are free but many now offer their
members the opportunity to buy additional ‘impressions’ of their banner at
very low prices.”
According to McKenna’s figures, there are 208 banner exchange programs
currently running on the Internet. About 60 percent target all-comers, with
the
remaining 40 percent targeting special interests by category. The largest
program, of
course, is LinkExchange, which was just purchased by Microsoft.
“We’ll be tracking different banner exchange programs, watching which are
delivering results, and reporting on business deals like Microsoft’s recent
purchase of LinkExchange,” McKenna said in the new, free newsletter.
