Re: CPM isn't dead, it's just sick (was More suggestions...)

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Thu 01 Nov 2001 17:27:30 -0500

At 7:49 AM -0500 10/24/01, Jim Sterne wrote:

Alright Jim, let's give the people what they want.
You ignorant slut.

>ROB FRANKEL <Rob_at_RobFrankel.com> WROTE:
>
>>The whole reason why online advertising is suffering is
>>because it tried to be what it isn't: a mass medium.
>>It's not.
>
>And how do we define mass medium? 450 Million people
>not enough?

No, numbers have nothing to do with it. It's about
leveraging those numbers. You've missed the whole point,
Jim, as so many in the advertising business do: Just
because you have one structure through which millions of
people can be reached does not mean you can necessarily
apply the same mass medium techniques to all of them.

This might clarify what I said:

The web is certainly not like "traditional mass media,"
which would be TV, radio and most print publications.
They all have large audiences, with few channels. The
web has a large audience with an infinite number of
channels. Different tactics apply.

The first chapter of my book goes into this at length.
I think a more appropriate definition is that while TV,
Radio and Print are "mass media", the web is "media for
the masses."

>Don't tell me there all those folks with
>TV's watch the same shows either. (I've personally
>never watched Seinfeld except in a slowing-down-passed-
>the-accident sort of way).

You missed the Soup Nazi? You mean you have no indication
of the value of the phrase, "Not that there's anything
wrong with that?"

Not that there's anything wrong with that, of course.

>
>If 15 million people look at the Yahoo home page,
>is that enough to be declared a mass?

5 billion look at the moon every night. So what? Do we
take out ad space there? Is the Sea of Tranquility a
mass medium?

> >That doesn't mean, however, that your site is responsible
>>for making the sale.
>
>Correct!
>
>>Your site is responsible for driving users to the
>>advertisers' sites.
>
>No sir. My job is to sell an Opportunity To See.

No, your job USED to be the opportunity to see. The bottom
line is, well, the bottom line. Nobody in business pays
simply for the opportunity to be seen anymore. Generating
awareness by itself, as anyone in business will tell you,
doesn't produce revenue. Consultants may try to sell that,
but business people won't. Especially in this economy.

I agree that ads won't make them buy, that's the client's
job. But motivating prospects to the front door of either
a B&M or website certainly is.

>
>>You delivered the bodies to the door; it's their job to
>>drag them in. If THEY don't make the sale, that's their
>>problem, not yours.
>
>If they can't get them to the door it's not my fault either.

It's not your account anymore, either.

>
>Video didn't kill the radio star.
>Movies didn't kill theater.
>The response rates on newspaper ads are pretty low.
>
>>Until you accept that the web is about high-quality instead
>>of high-volume, you will always come out on the losing end.
>
>Why not both?

Hey, if you've got the money to blow, why not just send
Angelina Jolie to everyone's door for a personal demonstration?
This is the difference between consulting and being in business:
the consultant could "see how that might work" actually
research her costs.


--

Rob Frankel, "Yes, I really do turn users into evangelists
for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
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818-990-8623 - 888-ROBFRANKEL - AIM ROBFRANKEL





Received on Thu Nov 01 2001 - 16:27:30 CST