The Juno e-mail service, which has 2.4 million members, is free to consumers who complete a detailed questionnaire. The advertising-supported service then shares user data with marketers helping them better target banner ads.
A RANGE OF TARGETING
Juno Select includes: Maximum Reach ads, costing $25 per thousand; Defined Segments, which let advertisers target one of 10 demographic and lifestyle categories, priced at $50 CPM; and Custom Targeting, which pinpoints specific demographic and psychographic data, at $75 CPM.
"It's in response to what advertisers have been asking for," said Robert Cherins, exec VP at Juno. "In certain cases they were asking for broad reach and other times narrow targets."
While Juno has always shared data with advertisers, the new pricing plan, which began testing this year, formalizes the rates. Microsoft Corp. is the first official sponsor announced under the new plan. Other past advertisers are American Airlines, American Express Co., Bristol-Myers Squibb Co. and Quaker Oats Co.
Joel Maloff, an Internet analyst with The Maloff Co., Dexter, Mich., said Juno's new targeting ad plan will succeed because the subscriber base is so well defined, compared to the Web where so often "vendors don't know who's coming or going."
That Juno doesn't provide Internet service, he also sees as an advantage. "People tend to want to be all things to all people," Mr. Maloff said. "I think they've carved out a specific facet of the industry."