RE: CPA vs. CPM the issue? "The Meat"

From: Janet Attard <attard_at_businessknowhow.com>
Date: Tue 17 Jul 2001 10:35:39 -0500

JOHN GASKILL <jg_at_info-central-usa.com> WROTE:

>All I can suggest in this instance is that you
>learn from the physical world models.

>Newspapers and magazines have long charged for
>prime positions, whether they are Inside Front Cover,
>Back Cover or Page Three or Five. These positions
>command HUGE PREMIUMS over where the publisher wants
>to put you. It is quite possible that an advertiser
>is willing to pay a web publisher a huge premium over
>what you have been getting for the prime real estate
>that serves them best.

I don't have any problem with that, and can provide
statistics on specific sections, but our log files
contain information about all sections of the web.

JANET ATTARD WROTE:
>Frankly, I think web publishers are often penalized
>for really bad ads.

TO WHICH JOHN GASKLL REPLIED:

>The only protection a publisher has against running
>bad ads is not running them at all. The payoffs from
>doing this are real.

>Every physical world publication I have dealt with
>reserves the right to refuse ads. There is no reason
>you shouldn't do the same thing.

I don't think we're talking about the same thing here.
We don't put business opportunity ads and things like
that on our Business Know-How site, but that's not
what I mean. What I mean are ads - even from major
companies - that are poorly thought out. Puff pieces
rather than things that extend real offers or imply
real benefits, for instance, or, as I stated before,
"special offers" that draw a big yawn because they
aren't "special" at all. Again, I'm talking about things
major corporations do.

>If the publisher is interested in helping the advertiser
>have a good response and successful campaign, the
>publisher has to have editorial and advertising policies
>which encourage advance planning and preparation.
>Accepting ads and tags a half day prior to publication
>seems contrary to those goals.

That's a nice theory, and huge sites can probably just
say no, but small sites - say like ours with a couple
hundred thousand page views a month, generally don't
have that kind of clout. Sure they can say no if the
tags come in late, or something is pushed off schedule,
but if they do, how many more times is the media buyer
going to contact them?

--Janet Attard
Business Know-How(sm)
Content, community, and tools for small and home businesses
http://www.businessknowhow.com
Phone 888-862-4605
email: attard_at_businessknowhow.com



Received on Tue Jul 17 2001 - 10:35:39 CDT