Sensible-Investor will accept advertising from legitimate businesses
that want to communicate with visitors to this Web site, but the
site’s ratings and commentaries will not be influenced by
advertising considerations. To allow advertisers to affect the
editorial content of the site would be self-defeating. Investors
would have no reason to visit the Sensible-Investor site if it is
not credible, and businesses would have no reason to buy ads on a
Web site with no visitors.
Admittedly, if paid ads become a regular feature of
Sensible-Investor, the dynamics of advertising placement will make
this policy hard to believe. Businesses whose Web sites are praised
by Sensible-Investor would be more likely to buy ads here. Those
whose Web sites are panned would be less likely to do so. Visitors
might infer from this pattern that Sensible-Investor pandered
to its advertisers, but that is not so. To test whether that
statement is true, investors should check to see whether they think
the rating method has been applied fairly to all sites.
Web sites with low ratings are welcome to take out ads that link
to rebuttals of their Sensible Investor ratings. The charge for
rebuttal ads will be half that of other ads. The opening sentences
of a rebuttal can be displayed like a banner ad underneath the
rating, labeled “Rebuttal Ad.”
What won't be allowed
With that exception, paid ads from firms with personal
finance Web sites will not be allowed on the ratings pages.
Paid ads will not be accepted that claim high performance for a
particular time period or a particular investment sector, because
such ratings are so often misleading and can be so easily
manipulated.
Ads from banner exchanges will be accepted from financial sites,
but will be displayed with a label stating that Sensible-Investor
has not reviewed and approved those sites.
Advertising rates
For information about advertising rates and policies,
please contact us.
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