RE: Excite

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Fri 19 Oct 2001 22:51:53 -0500

At 5:26 PM -0500 10/17/01, Ivan Weltman wrote:
>
>TO WHICH ROB FRANKEL <Rob_at_RobFrankel.com> REPLIED:
>
>>I'm telling ya, it won't work until people abandon CPM as
>>an effective ad model for the web. CPM works great in
>>traditional, offline, mass media where the populace has
>>no choice.
>
>>On the web, quality traffic is where it's at, not quantity.
>>When people have billions of choices at their fingertips,
>>they go where THEY want to go, not where advertisers pray
>>for them to go.
>
>Rob Frankel is wrong. CPM is not the traditional
>offline measurement. Indeed the offline situation is
>the very reverse of the online CPM method.
>
>Online CPM (Cost per Thousand) is based on number of
>impressions. Offline CPM is based on number of readers.

Umm, no. That would not explain outdoor advertising,
which is sold on a CPM and has nothing to do with
readership. In fact, readership isn't a factor in ANY
media analysis. Circulation is. But readership isn't.
The main measurement of advertising that deals with
readership might lean more toward comprehension, which
would be something along the lines of the old Starch
series, where people would be shown a magazine and then
asked what they remembered about the various ads.

But then, we might just be splitting hairs here....
--
Rob Frankel, "Yes, I really do turn users into
evangelists for your brand."
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Received on Fri Oct 19 2001 - 22:51:53 CDT