Re: CPM isn't dead, it's just sick (was More suggestions...)
JIM STERNE <jsterne_at_targeting.com> WROTE:
>OK Rob - let's make this as clear as possible.
>I'm saying that buying cost per action is not
>a good idea and you're saying that you don't
>care if it's a good idea, it's what advertisers
>want to buy.
No, I'm saying it's both a good idea AND it's what
advertisers want to buy.
>The problem in the long run is that Web sites
>cannot stay in business without the deep well
>of venture capital if they can only sell cost
>per action.
Why not? What if they participate in the transaction
as well? What if they buy the premise that it's the
medium's job to get prospects to the site and it's the
advertiser's job to close the sale?
>We have a huge number of magazines, but business
>isn't clamoring for them to sell cost per action.
That's because they can't. They're not built for that.
The web is.
>If online advertisers insist on CPA, they will
>put under one Web site after the other.
Or only those sites who can deliver qualified prospects
will flourish, while the rest of the blowhards sink --
deservedly -- like a rock.
--
Rob Frankel, "Yes, I really do turn users into
evangelists for your brand."
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Received on Tue Nov 06 2001 - 14:29:08 CST
