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

From: Jim Sterne <jsterne_at_targeting.com>
Date: Mon 26 Nov 2001 12:27:39 -0500

I think it's important to make the distinction
between content sites represented by the very
successful Andrew R. Bourland (... Stay tuned!)
with his ClickZ on the one hand, and activity/
special interest/entertainment sites represented
by Rob Frankel with his very ingenious
www.PillowMail.com.

Everything I said about CPM vs CPA/CPC applies to
Andy's type of content site. PillowMail, on the
other hand, is a "branded community" as Rob called
it, where the visitor/user doesn't mind in the least
if the site is bent on selling stuff. It's a service!
More important, there are plenty of brand-compatible
products that PillowMail community members would be
happy to hear about - and buy.

The fact that Rob benefits from the sale of those
products in no way effects the quality of the
PillowMail offering and I'd even go so far as
to suggest selling product placement.

That said, I think we might be able to draw this
CPM vs CPC barrage to a close, to ease Leo Sheiner's
concerns about this subject being "rehashed as if it
hasn't been discussed to death."

---------------------------------------------------------
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
=========================================================
Subscribe today to the mostly monthly "Full Sterne Ahead"
=========================================================





Received on Mon Nov 26 2001 - 11:27:39 CST