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

From: Jim Sterne <jsterne_at_targeting.com>
Date: Tue 20 Nov 2001 21:16:37 -0500

I WROTE:

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

ROB FRANKEL <Rob_at_RobFrankel.com> WROTE:

>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.

Rob, Rob, Rob, Rob.
"It's a new paradigm" went out with the Sock Puppet.
The point of discussion is to define our terms. Throwing
the dictionary into the shredder is not going to help
us understand what you mean.

>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.

The problem is one level deeper. If the site benefits
to the detriment of the site visitor, then the site
visitor loses faith and stops coming. If the site makes
it plain that they are in the sales business and not
the content business, then there is no problem.

>I think you're missing a huge ethical opportunity here,
>which is certainly your right.

Somehow, I don't think you mean "an opportunity
to be ethical." Somehow, I get the feeling you
mean the opposite.

>My efforts spring from the concept of branded community,
>which tend to have higher responses anyway. The
>dynamics are totally different.

If the "branded community" is clearly in the business of
helping people buy things - great. If the site is in the
news/commentary business, we're back in Houston with a
problem.

>You ignorant slut.

Nothing like being appreciated for one's true self.


---------------------------------------------------------
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 Tue Nov 20 2001 - 20:16:37 CST