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

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Fri 23 Nov 2001 08:29:58 -0500

JIM STERNE <jsterne_at_targeting.com> WROTE:

>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.

Jim, Jim, Jim. I never said that. I will, however, go
on record by saying that I think you may be stuck in an
"old paradigm." Time to recognize that there are
differences in the tactics available in various media.

>
>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.

"If the site benefits to the detriment of the site
visitor" -- huh? Either the site benefits the visitor
or contributes to his/her detriment. Where is that
dictionary anyway?

>
>>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.

Nah. I meant exactly what I said.

>
>>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.

Well, why else are we even talking about this?
Advertisers aren't in the business of driving traffic for
its own sake.

>If the site is in the
>news/commentary business, we're back in Houston with a
>problem.
>

Um, no. What I've think you've got there is Major Tom
somewhere out in orbit.
--

Rob Frankel, "Yes, I really do turn users into
evangelists for your brand."
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Received on Fri Nov 23 2001 - 07:29:58 CST