Re: Question about email CPMs

From: Cathy Santosus <csantosus_at_nccinsight.com>
Date: Wed 11 Apr 2001 09:49:40 -0600

HARLEY UNGAR <harley_at_vindigo.com> WROTE:

> Does anyone in this listserv have a perspective on how
> to price email newsletter sponsorships or ads? I've
> read that opt-in programs like MyPoints, etc., charge
> upwards of $200 CPM, but I'm trying to find benchmarks
> for how to price in-house newsletters (for a very
> specific consumer niche). Any thoughts?


E-mail newsletter sponsorships are generally less
expensive than direct e-mail advertising. Last year when
researching this topic, I found the CPM range for
newsletters ran between $5 to $150, although rate cards
for some premium branded financial, business and tech
newsletters were as high as $250-$350. I expect the
slumping ad market has put significant pressure on these
rates. A recent study by Opt-in News found that average
CPM rates of 25 popular ezines ranged from $11-$79,
depending on interest category, with family ezines on
the low end and financial ezines on the high end.

Rates within newsletters vary, depending on exclusivity,
number of ads, ad positioning, format/size of ad, with
volume and frequency discounts often available. Minimums
and packages also often apply. In addition, performance-
based e-mail sponsorships are increasingly common.

Since you have a specific niche in mind, you might start
by accessing online media kits that match your interest
category and business model. Rates, unfortunately,
are not always published online.

Regards,
Cathy Santosus



Received on Wed Apr 11 2001 - 10:49:40 CDT