Re: New Pricing Model

From: Jim Sterne <jsterne_at_targeting.com>
Date: Fri 07 Dec 2001 12:30:11 -0500

On 12/7/01, Brian Shepherd <Brian.Shepherd_at_TechnologyReview.com> wrote:
>It would
>seem that a session that generates one page view and
>a different session that generates 35 page views are
>worth different prices.

You're right, and the New York Times has set their
"Surround Sessions" to bill you only for a session
that looks at 5 pages or more. Less than that, it's
free.

As for the 35 page session, trust the NYTimes to know
how few people look at too much and have priced
accordingly.

 From
http://www.internetnews.com/IAR/article/0,,12_904771,00.html

   And it's not clear how the pricing will sit with clients --
   the site said it would begin selling the packages at about
   $25,000 for 75,000 sessions, which works out to a CPM of
   about $67. (That doesn't count bonus impressions from sessions
   under or over five pages, nor does it put a figure on perks
   like exclusivity of a user's session.)

>For instance, 1-3 page sessions @ $A
>CPM, 4-7 page sessions @ $B CPM, 7-10 @ $C CPM and
>anything over 10 pages @ $D CPM.

That could work, too. In the long run,
the advertiser pays their money and
takes their chances. Response rates
will drive a repeat ad spend or not.


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Jim Sterne Target Marketing of Santa Barbara
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Received on Fri Dec 07 2001 - 11:30:11 CST