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

From: Andy Bourland <andybourland_at_yahoo.com>
Date: Mon 26 Nov 2001 12:32:07 -0500

BRAD JENSEN <brad_at_elstore.com> WROTE:

> The more responsibility you take, the more money you will
> make.

Clearly, you've never worked as a publisher, Brad... nor
have you ever seen many CPA deals float across your desk.
They aren't moneymakers, I assure you.

> > What CPA does is use the power of technology (detailed
> > accountability) in advantage of the advertiser.
>
> It takes away every purchasing objection. It is perfect for
> the publisher.

It's perfect for the ADVERTISER, NOT THE PUBLISHER.
Advertiser assumes no cost or risk until a sale is made.
Publisher carries the entire burden of risk and
expense.

> > I can't imagine an operation built from the ground up
> > with CPA. How can it be profitable with, say 10k visitors
> > and 50k pageviews monthly? Or even 500k pageviews monthly?
>
> If you have real guts and some trust - do it on CPP - cost
> per purchase.

I dare you to put your money where your mouth is, Brad...if
you have the guts! Develop a quality content site, grow the
readership and maintain profitability soley on CPA deals.
Let's see how smart you really are.

>
> All the risk is gone if you do this - and if you have a
> good fit you can make more money than any other way.

All the risk is on YOU, the publisher, Brad! Wake up!

I can't WAIT to see bradjensen.com to see how you develop
a quality content site based totally on CPA advertising.

You can't and you won't.

>
> I sell a product that costs $10,000 to $50,000. I'd gladly
> pay anybody who brings me a sale 8%. I'd rejoice!

<clue phone ringing> Hello Brad? Ring! Ring! People don't
buy $10K or $50K products on the basis of clicking a banner
on line, dude. They THINK before they buy, which means that
they will most likely do a lot of research, comparisons, etc
before they go back to the site and buy. Meaning that the
advertiser won't be paying the 8% commission -- another
reason why CPA sucks for the publisher and is wonderful for
the advertiser.


> Instead I sell thru direct mail and telemarketing.

Why does this not surprise me? Junk mail and unsolicited
calls during dinner time.
 
> A CPA based on a click (not purchase) is just a better
> measurement of how well the ad plays to the publishers
> market. Don't accept advertisers who don't play well, and
> you will make more money.

Clicks are also easily manufactured and are rapidly going
out of vogue.

Again, I challenge you to launch a quality content
site, build a good audience, and maintain it over
the long run -- profitably -- based soley on CPA deals.
I dare you!

Andy

=====
Andrew R. Bourland
... Stay tuned!



Received on Mon Nov 26 2001 - 11:32:07 CST