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But we were talking about ads in ebooks, not in devices. A typical ebook takes the average reader a week to read and they don't re-read the book more than once per year, so we're talking 7 views total (1 view per day for a week, assuming an "open-the-book, see-an-ad" interface).
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But we're not assuming an "open-the -book, see-an-ad" interface, we are assuming a "open-book, see- lots-of-ads-on a web-page" interface. That's at least as good as say, a magazine, which can be read in one sitting, or a 30 minute TV show.
Hey, we can sling around numbers too. If the reader sees 10 ads per opening the book and they open the book 7 times, that's (7*10)*7=490 or close to $5.
That doesn't even include the fact that the buyer might want to keep accessing the SO page even after he finishes reading the book.