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

From: Ray Deffry <ray_at_ientry.com>
Date: Mon 26 Nov 2001 12:34:57 -0500

Hello to All,

As someone in the trenches selling ads, I'd like to
report that CPM is alive and well in the email
newsletter biz. If anything, CPA offers seem to be
on the wane. Nobody's pitched me one in a month--
not that I'd take one.

Contrary to what Brad Jensen wrote, it's not
"uncaring middle men and newbies" that buy on a CPM
basis, smart marketers know that it's the
best way to get a good return on their advertising
investment.

Those who do it right make more money than any sort
of "profit sharing" or paying for random clicks.

Doing it right means that smart marketers find the
right audience and the right message. They make small,
test buys and negotiate a price break for their
testing (it's still a buyer's market so this isn't a
problem.) When they find something that works, they
buy big enough to get a great deal and get a better
return.

This method still holds the publisher accountable--
if it's not the right target it's obvious from the test.


Best Regards,

Ray Deffry
Account Manager
iEntry Network
859-514-2720
http://www.ientry.com
"Email Newsletters for Business and Technology"






Received on Mon Nov 26 2001 - 11:34:57 CST