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

From: Jim Sterne <jsterne_at_targeting.com>
Date: Mon 12 Nov 2001 14:09:24 -0500

I, Jim Sterne, being of sound mind and body, said:

>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.

ROB FRANKEL <Rob_at_RobFrankel.com> WROTE:

>Why not? What if they participate in the transaction
>as well?

Houston - we have identified the problem and it is
semantic. Either you're selling advertising space, or
you're selling leads.

>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?

That would be selling leads and here's the problem:
If I publish a content site that sells space, then
the editorial integrity of my site is secure. I
write the content, the advertiser decides whether
to stick his/her ad up there or not.

If I sell leads, then my editorial integrity is
compromised. I will (consciously or otherwise)
bend my content to further the goal of sending
customers to advertisers' sites to fatten my
wallet. Not a pretty picture.

I said:

>>If online advertisers insist on CPA, they will
>>put under one Web site after the other.

Rob responded:

>Or only those sites who can deliver qualified prospects
>will flourish, while the rest of the blowhards sink --
>deservedly -- like a rock.

Content sites that deliver qualified prospects to
advertisers will not flourish because they cannot
deliver unbiased, quality content to their readers.
They will be recognized as insincere journalists
and lose readership.

And yes, there is a place for both. There will be
content sites and there will be affiliate programs.
Let's just not call CPA advertising when it's
actually sales.


---------------------------------------------------------
Jim Sterne Target Marketing of Santa Barbara
jsterne@targeting.com http://www.targeting.com
Author, Speaker, Consultant +1 805-965-3184
Web Marketing, Customer Service & E-Metrics Consulting
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Received on Mon Nov 12 2001 - 13:09:24 CST