Getting Started With a Co-Reg Campaign

Launching a co-registration campaign is not a difficult

Internet marketing strategy – The publisher supplies their co-registration partner with his company’s logotype (60 x 120 pixels) and about 10-20 words of concisely written web advertising copy.

“The softer the offer, the greater the response, and the lower the conversions,” said Ampere Media’s President and CEO Stuart Hochwert. “It’s always a challenge for the advertisers to figure out what they want to do. The nice thing about the Internet is, you can test an offer today, have leads tomorrow, and be looking at conversion results in a couple of weeks.”


Ampere works with several hundred advertisers, who effectively compete for its available media positions. There are only 10 or 20 positions available on each webpage. So, if an offer has inferior graphics or is poorly written, and it doesn’t generate the desired result of producing qualified leads, Ampere will replace the ad with one from another client.


“If you make your offer too hard, it may not generate response,” Mr. Hochwert explained. “There’s nothing we can do. You’re being shut out by other advertisers who have better creative.”


Vendors Who Specialize in Online Lead Generation


Ampere Media LLC—In 1995, Ampere Media was one of the very first to embrace the Internet’s unique and unequaled power to generate leads, acquire new customers, and create new revenue opportunities for clients. Ampere Media is a niche publisher that delivers targeted, consumer-friendly content through email, e-magazines and websites. Ampere publishes 45 titles with more than two million double opt-in confirmed subscribers. Clients include Consumer Reports, Reader’s Digest, Time, Men’s Health and Ladies’ Home Journal. Contact Stuart Hochwert ( or 847-205-9320.


Aptimus, Inc.—Aptimus provides banner ads, hyper-links and pop-ups across its network of sites as part of its clients’ marketing campaigns and coordinates mailings using its database of email addresses of people who have opted to receive promotional offers. Clients include Procter & Gamble and Forbes as well as other ad networks such as Quinstreet.


Cool Savings, Inc.—Founded in 1994, CoolSavings is a leading interactive marketing services company for advertisers and publishers. CoolSavings also offers lead generation, email marketing and loyalty programs for more than 1,000 companies in retail, packaged goods and media industries.


Silver Carrot, Inc.—Silver Carrot is a performance-based lead generation company. Clients include Procter & Gamble, American Express, Pfizer and Dell.


VentureDirect Worldwide, Inc.— Venture Direct Worldwide, Inc. provides direct marketers with support services that help generate leads, acquire new customers, increase sales and drive Web traffic. Clients include American Airlines, Staples and Xerox.


Newsletter Naming Conventions


On many co-reg websites, your offer of free information must be very brief. You may not get to use much more than the name of your online newsletter, so picking the best words for your title are critical.


We recommend a three-part naming convention for a newsletter because it results in titles that conform to most users’ mental model or expectations.


The first and most important component identifies your brand. If you are publishing from the prestigious medical college, Ajax University, for example, that should be the first part of the title.


The second part defines the content. Think about what words you want to put behind the brand that identify the main subject matter. Health? Fitness? Wellness? Nutrition?


The third component relates to size, urgency or frequency. Acceptable words include Review, Letter, Alert, Notes, Digest, Journal, Update or Today.


If your topic is health related about a chronic illness or medical condition, the word Alert suggests urgency.


If you want to explain the frequency of publication, you can use Weekly or Daily or Today.


The result might be Ajax University Wellness Letter. Or Ajax University Fitness Update.


We strongly recommend that you do not call your online newsletter an e-zine. Research shows that consumers do not know what an e-zine is! They do know what a Letter is. Letter is more personal.

Website Revenue Enhancement for Publishers


A website publisher can be both a buyer and vendor of co-registration names.


“Many of our clients do both,” Mr. Hochwert said. “For many of our magazine publishers, we generate subscription leads for them. And by using our technology, we’re also generating revenue for them.”


Generally, leads costs between 50 cents and $1.50 per soft start, depending on the title of the magazine. Ampere Media charges on a “per name” basis for qualified leads, billing its clients monthly.


If you publish a website—it doesn’t matter whether small, medium or large—Ampere will provide a snippet of code, which they will help place on your website, and you can begin immediately. The Ampere technology determines which offers are best suited for your site.


According to Mr. Hochwert, all the website publisher needs to do is log on daily to see how much money he is making, both on a revenue basis and per thousand impressions.


“These days, banner ads are making 50 cents, at best,” Mr. Hochwert said. “Our system typically is earning people $100 to $200 per thousand visitors. That’s net to the website.”


The publisher is paid on a total revenue share basis for all offers taken from consumers who provide a valid postal address. The revenue split depends on the volume of traffic that a website generates. High volume sites share the revenue 50/50 with Ampere Media. Medium volume sites split 60/40; lower volume sites split 70/30.


“It’s a lot like Google AdSense…or package insert income,” Mr. Hochwert said. “It goes directly to the website publisher’s bottom line. It’s significant ancillary revenue.”


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