In response to the CPA/CPM battle
This is all so interesting...the titanic battle of
publishers versus advertisers, or as we all like to
call it...cpa vs. cpm. If you sell something I may
get paid vs. please pay me for the service I am
providing for you. Unfortunately, a lot of
publishers have "whored" themselves out to advertisers
with the idea if we do it often enough we may make
ends meet. Conversely, advertisers have allowed
themselves to stray away from the old Coca-Cola
strategy of just getting awareness out there...
conversions will come in due time. I have numerous
advertisers who advertise on my site on a cpm basis...
but I have had to get this horrible idea of cpa out
of their heads.
I have resigned to the fact that advertisers look at
people who don't immediately click-thru as worthless.
Period. If they don't feel this way then how can they
justify paying cpc or cpa rates. When the public finds
out about this they are going to be very upset...I
can't wait. As I gain influence in the advertising
world I will continue to espouse these principles until
the disgusting cpa/cpc monsters is gone forever. This
crap of "branding isn't happening through impressions"
is the biggest lie I have ever heard. We have heard
the adage "if you hear a lie often enough...you begin
to believe it." It is true and we all know it and that
is why branding works. The BIGGEST problem with cpa/cpc
is that it allows advertisers to use crappy, low-cost,
worthless ads to try and accomplish an important
objective. Either allocate money for good ads or pay
cpm...it is that simple.
Received on Mon Jan 21 2002 - 13:57:47 CST
