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

From: Ivan Weltman <ivan_at_tudogs.com>
Date: Tue 06 Nov 2001 15:37:43 -0500

JIM STERNE <jsterne_at_targeting.com> WROTE:

>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.

>We have a huge number of magazines, but business
>isn't clamoring for them to sell cost per action.
>If online advertisers insist on CPA, they will
>put under one Web site after the other.

It is quite impossible to truly measure the contribution
of a single element of a marketing communication strategy
to long term sales. One might as well pay the PR consultant
by the number of sales directly related to the latest
press release. We'd soon run out of PR consultants.

Ivan Weltman,
http://www.tudogs.com



Received on Tue Nov 06 2001 - 14:37:43 CST