I've been looking into this issue as President of my alumni association. We
quickly ruled out building the site ourselves. The alumni office can't
devote the resources needed to build and maintain the kind of site we want.
We're in the final stages of selecting a portal vendor. The portal we're
looking at will be supported by advertising, and the alumni association will
get a portion of the ad revenues. But it won't look like a bulletin board.
The revenues will be received as royalties, which our marketing director
says is acceptable to the IRS.
When we looked at the general issue of ads we were concerned about 5 things:
1) Were we willing to have ads at all? So far the sentiment is that we are,
and that alumni who use commercial portals are used to them.
2) Could we protect the university's "brand" so, as you say, our site
doesn't look like it's a NASCAR member. We plan to do this by using a
vendor that keeps banner ads off the top page of the site -- alumni will
only see ads when they click on a promotional link.
3) Would we get a share of the ad revenues (some portal vendors keep it
4) Could we offer advertisements or e-commerce links in addition to those
the portal vendor offers.
5) Could filters be applied to advertising so that businesses we find
objectionable (or ads from competing universities) are prohibited?
Since we didn't seriously consider building our own site we didn't look into
negotiating our own advertising deals.
In addition to ads, we were concerned about a few other critical features:
One was ownership of the domain name, since some portal vendors control
them. We want to own the domain name so we can keep it if we sever
relations with the vendor. We were also concerned that the site be built
from our specifications rather than from a cookie-cutter template.
The vendor that has emerged as the finalist appears able to meet all of our
Interim Director of Academic Computing
University of Redlands
From: Ann Strine [mailto:[log in to unmask]]
Sent: Wednesday, January 05, 2000 2:56 PM
To: [log in to unmask]
Subject: [CIO] Advertising on Web
Pima Community College is wrestling with the issue of allowing
advertising on our web site. There seem to be (at least) two kinds of
advertising - (1) that of a service provider such as a portal that
provides functionality for "free" while projecting advertising and
collecting the revenue from that advertising, and (2) advertising
directly contracted for by the institution and the institution collects
the revenue. Does anybody have any experience with the second kind -
directly managed advertising? If so, what is your advice, is it
profitable, what kind of rates do you charge?
[soon we'll all look like NASCAR drivers and cars!]
Assistant Vice Chancellor, Information Technology
Pima Community College