Re: CPM isn't dead, it's just sick

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Wed 14 Nov 2001 21:22:48 -0500

JIM STERNE <jsterne_at_targeting.com> WROTE:
>I, Jim Sterne, being of sound mind and body, said:

I liked the ignorant slut thing better.

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

No, it's not. If you have a new medium, you may have
new definitions to apply to that new medium. If, on
the other hand, you're simply trying to force old media
definitions on to that new medium, I can see where
you'd have a fit problem. I don't, which is why it
works for me and mine.

It's not semantic at all. It is definitely strategic.

>
>>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.

Okay, that's where the confusion is. Editorial and
advertising is what you're overlapping. There's no
conflict there, either. It's still to the benefit of
both the content provider and the advertiser to
encourage trial. After all, how many free sites
still post the line "please visit out advertiser to
keep this site free"? It's the same thing.

>
>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.
>

I think you're missing a huge ethical opportunity
here, which is certainly your right. My efforts
spring from the concept of branded community, which
tend to have higher responses anyway. The dynamics
are totally different.

You ignorant slut.

--
Rob Frankel, "Yes, I really do turn users into
evangelists for your brand."
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Received on Wed Nov 14 2001 - 20:22:48 CST