SmallBusinessNewz

A hundred bucks gets an ad on the Gray Lady's site

Don't have $10k burning a hole in your advertising budget? The New York Times has a deal for the truly ambitious marketer: banner ad space available for between $100 to $10,000 per campaign.

Some people dream of seeing their name up in lights on Broadway. For others, a mention in the venerable 'paper of record', the New York Times, would be life-changing.

Small business advertisers who want a shot at an ad appearance on the top US newspaper site may wish to check out the Self-Service Advertising at the Times' website.

Rather than partnering with an online ad powerhouse like Google or Yahoo, the Times opted for a deal with Seattle-based AdReady for fulfillment of their ad service for smaller customers. We expect this arrangement serves to keep a higher volume of revenue in-house, rather than sharing more with a bigger online partner.

Advertisers may target sections of NYTimes.com, and options to geotarget by state and major city in the US exist. Geotargeting presents an absolute necessity for local small businesses, given the competition a smaller budgeted campaign would have on a broader run of the site.

The Times allows ads of 300 x 250 in size, with an optional animation run-time of 30 seconds, through the program. Advertisers may submit their own, or use a template from the Times' library to build an ad for a campaign on the website.

Citing Nielsen's @Plan Fall 2007 numbers, NYTimes.com pulls in 90.7 million visitors in the 25-54 age bracket, out of its 143 million in traffic. Around 110 million are from households with income of $75,000 or greater, making them a potentially lucrative market for a small business that may otherwise not be reaching them through search marketing already.