Google (NASDAQ: GOOG) turned the pay-for-performance business model into new standard of online advertising. Success of the pay-for-click model made Google one of the most valuable companies on the planet.
(Syndicated News) In the beginning of this decade, Google (NASDAQ: GOOG) turned the pay-for-performance business model into new standard of online advertising. Success of the pay-for-click model made Google one of the most valuable companies on the planet. Prominent media companies which relied on pay-for-impressions, no-results-guaranteed model faded into fringes of online business or started to run Google ads. Such giants as Yahoo (NASDAQ: YHOO) and Microsoft (NASDAQ: MSFT), found themselves trying desperately and with little success to catch up with Google by imitating its pay-for-performance business concept.
Now one company, Publicity Guaranteed, Inc. is bringing a similar change to public relations business. Since 2004, it’s served over 400 clients using pay-per-placement approach and forgoing retainers or hourly rates. The per-placement rates, posted at www.PublicityGuaranteed.com start from “no charge” for placement of a story in a small publications and raising up to $2,850 for an article in Wall Street Journal, New York Times or other newspapers with circulation over 500,000 copies.
Many companies like obvious 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. Public relations are all about “results”, and that’s what Publicity Guaranteed provided.” stated Nathaniel Broughton, Chief of Marketing of VA Mortgage Center. Lary Rosenber of Dahn Yoga seconds him by saying, “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 nationwide database of publicists, many of companies which post their projects at www.AllPublicists.com indicate preference for pay-for-results approach. It suggests that the shift pioneered by Publicity Guaranteed may be as irreversible as that caused by Google.
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