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

From: Jim Sterne <jsterne_at_targeting.com>
Date: Tue 20 Nov 2001 21:17:01 -0500

At 06:25 PM 11/14/01, John Gaskill wrote:
>JIM STERNE <jsterne_at_targetmarketing.com> WROTE
>(in part):
>
>>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.
>
>This is nuts.
>
>If I believed this I would never advertise in
>Business Week, Advertising Age, The New York
>Times, The New Yorker, National Geographic,
>Smithsonian, or any of hundreds of other titles
>which deliver specific audiences.

Out of context alert!
John - we agree. The bone I'm picking with
Rob is: What if The New Yorker were only paid
if people responded to the ads? The result would
be articles that said nice things about the
sponsors. End of argument.

>The whole value of editorial integrity is that
>it produces a "quality product" which attracts a
>regular audience which wants that product.
>As a byproduct, the regularity of the audience
>gives it discernable demographic traits.

Yes, yes, and yes.


---------------------------------------------------------
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 - 20:17:01 CST