Re: CPM isn't dead, it's just sick
JIM STERNE <jsterne_at_targeting.com> WROTE:
>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.
>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.
Right on Jim. I certainly cannot blame advertisers
wanting to use websites as their 'commission only'
sales force. However, we as publishers need to
stand firm and be treated as any other media outlet
is treated when offering advertising space or time.
Unless we want to go broke that is.
It costs more to run some of the CPA deals I have been
offered than they could possibly make. Especially
when they refuse to give us appropriate (to our audience)
creative!
With the daily notices I am getting from Ad Age telling us
about another agency that has laid off dozens of employees
it seems to me that this is some way has become a battle
of the agencies to placate their clients so they don't lose the
account to such an extent that they will run the publishers of
websites out of business instead. I am quite sure if they could
get similar deals on TV, radio and in print, they would do it and
use them for their free branding too.
The only way a website will survive in this advertising market
these days is to have plenty of alternative revenue streams
beyond advertising. This is by far the toughest ad market I have
seen in my 14 years in the business!
Kim O'Connor
Sales Director
PlanetOut Partners, Inc.
tel: 415.644.8035 | fax: 413-375-7132
Visit Our Sites:
www.gay.com | www.planetout.com
www.kleptomaniac.com | www.outandabout.com
Received on Wed Nov 07 2001 - 16:54:26 CST
