Re: No CPA on FrankelBiz?

From: Andy Bourland <andybourland_at_yahoo.com>
Date: Wed 14 Nov 2001 21:41:03 -0500

JOHN GASKILL <gm_at_info-central-usa.com> WROTE:

> As a practical matter, Rob does not need the hassel or
> headaches involved with CPA or CPM advertising.
>
> With his site and audience (tightly niched), an advertiser
> can see what s/he gets beforehand. It's then up to the
> advertiser to decide if s/he likes the buy at the rate
> offered or wants to try somewhere else.

I'm with you, John. How does that differ from what I was
saying? I love Rob's advertising practices on FrankelBiz.


> >So why is the philosophy you espouse for other publishers
> >so at variance with your actual business practice as a
> >publisher?
>
> Nothing in Rob's espoused philosophy is at odds with
> his actual practices. He has long espoused strong brand
> identity and knows the result of a strong brand identity
> is that people want to do deals with you when you have it
> and don't want to do deals if you don't.

Perhaps you haven't noticed, but Rob on this forum has been
the primary cheerleader for the CPA/CPC marketers who are
destroying the industry. He basically questions the guts or
manhood <womanhood?> of any publisher who won't absorb the
entire risk of advertising. But in practice on his FrankelBiz
site, he uses flat rate advertising at no risk to himself.
He DOES have another site which is exclusively CPA, but it's
not a content site and would not lend itself to that kind of
practice.


> Besides, no advertiser has to do business with FrankelBiz
> more than once if they fond the results they got not worth
> the price.

We agree. Though I would say that they aren't going to get
much results from his crowd by popping a single ad in his
pub once. Better to establish a longer term relationship
with his audience.

>
> It's about being able to say, "No thanks." when the rate
> offered is not acceptable. That is what a strong brand
> helps you do.

And I would say that most, if not all content publishers
should just say no.

Andy



=====
Andrew R. Bourland
andybourland_at_yahoo.com



Received on Wed Nov 14 2001 - 20:41:03 CST