Google made the pay-for-performance business model the new standard of online advertising. The model’s success made Google into one of the most valuable companies on the planet.
(Syndicated News) In the beginning of this decade, Google (NASDAQ: GOOG) made the pay-for-performance business model the new standard of online advertising. The pay-for-click model’s success made Google into one of the most valuable companies on the planet. Prominent media companies which relied on a pay-for-impressions, no-results-guaranteed model faded into the fringes of online business, or simply started to run Google ads. Such giants as Yahoo (NASDAQ: YHOO) and Microsoft (NASDAQ: MSFT) found themselves trying desperately to catch up to Google by imitating their model.
Now, a company called Publicity Guaranteed, Inc. is bringing a similar change to the public relations industry. Since 2004, it’s served over 400 clients by using the pay-per-placement approach and forgoing retainers or hourly rates. The per-placement rates, which are posted at www.PublicityGuaranteed.com, start at “no charge” for placement of a story in small publications and go up to $2,850 for an article in The Wall Street Journal, The New York Times or other newspapers with circulations above 500,000.
Many companies enjoy the advantages of paying for results rather than efforts. “I was quite impressed with the process from Day 1 with Publicity Guaranteed. We set our sights on some large, national publications, and they had us featured more quickly than I ever expected," says Nathaniel Broughton, Chief of Marketing of VA Mortgage Center. “Public relations is all about results, and that’s what Publicity Guaranteed provided.”
Lary Rosenber of Dahn Yoga seconds him: “It was a pleasure paying only for the articles that appeared in the media categories that we specified. In three months they got our spokesperson on a national TV show!”
According to AllPublicists.com, a free online database of publicists, many companies which post their projects at www.AllPublicists.com are now indicating a preference for the pay-for-results approach. This means the shift pioneered by Publicity Guaranteed may be as irreversible as the one caused by Google.
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