Jim, you ignorant slut

From: Donal O'Connell <Donal_at_carat.ie.>
Date: Mon 29 Oct 2001 17:40:26 -0500

Hello,

I wanted to point out that CPM is cost per thousand.
Did you know that? Course you did. But cost per thousand
what? In all other mediums this is the cost of exposures
to 1,000 members of a certain market. Jim makes the
point that it is his sole responsibility to deliver
exposures, but the problem for online is that, with a
few exceptions, you cannot tell the advertisers much about
the person that exposure is given to beyond the fact
that "this person has an interest in what I am doing on
my site, so we can make some assumptions about them". It
is this lack of firm audience data that makes CPM defunct
for online, and strong market research the life-preserver
for the medium. Once we have one, the other will make
perfect sense.

Donal O'Connell



Received on Mon Oct 29 2001 - 16:40:26 CST