But after 20 years in the advertising world, including building the advertising and marketing efforts for GeoCities, Tripod, and Uproar, on top of his work with publishing giants Omni, Hachette-Filipacci, Rolling Stone, and Condi Nast, he's got cred. He and his partner, Patricia Clark, another veteran of the industry who helped launch sales forces for OnHealth, TalkCity, and Halftheplanet, have launched a full service consultancy designed to help media companies increase their revenue and overall market value. It's called Interevco , a consultancy that helps online plays increase their revenues and marketing, stay nimble and learn a thing or two from old media players.
Media buyers look for the hottest new product because they deliver the highest click-throughs.
That means flash-enabled ads, streaming audio and video, and generally rich media. Just using banners generates very low response rates. Showing a viability of the business plan in action. But in actuality, those were just broad projections of potential as opposed to actuality. I've seen business plans where they made projections and there was not road map for making that reality.