Comments on comments

From: Andrew Bourland <andy_at_bourland.com>
Date: Mon 04 Feb 2002 10:40:52 -0500

On 2/1/02 "Pesach Lattin" <info_at_adspyre.com> wrote:

> And now, since I've been away a while, and haven't
> really posted anything on this list. If I see another
> argument about CPM vs. CPA vs. CPC, I think I am going
> to be required to virtually gag! I get the emails from
> this list forwarded for my newsletter with the most
> humorous comments, and I can't honestly believe that
> people really are interested in hearing this old-age
> argument over and over again. Let's make a deal: we'll
> create two more mailing lists, one for people who hate
> CPA, and the others who think it's the absolutely bomb.

Pesach,

I'm glad that the dialogue on Online Ads amuses you so
much that it's fodder for your newsletter. Some of us
actually engage in discussions, debates and dialogue in
order to hear why other people believe and act the way
they do. And some actually learn something in the process.

Publishers and advertisers need to develop a solid
understanding of what each other faces in order to craft
win-win agreements.

Advertisers can't be throwing CPA deals out there with
crappy ads, poorly thought out destination pages, horrific
order forms, sketchy verification and low rewards, and
expect that things are going to work out. If they are going
to play the CPA game, they need to do everything they can
possibly do and more to ensure that it's going to be a win
for the publishers who choose to partner with them.

Publishers have to be doing everything they can in terms of
audience development, site design, not weighing their sites
down with too many ads, etc. in order to ensure that
whomever advertises on their site stands a healthy chance
of success.

Sure, there are a lot of heated remarks, a little hysteria,
some raised voices, stamping of feet, etc. But over time,
if each side hears a little more about what the other side
needs to succeed, they can cobble together win-win
solutions that make everybody happy.

Rob Frankel has been a great example of a publisher who has
a CPA oriented site who through tight control of the process,
ensures that HE wins because his ADVERTISERS win. A lot of
publishers just bend over and take whatever comes their way
and then bitch because they aren't making any money. Well,
what are they doing to ensure that their clients win? Rob
has a working example that publishers who are working with
the CPA model should emulate.

BTW Rob, you should put out a small report or ebook that
details how you did that. It would be well worth the $19.95
you'd charge per download.

Frankly, my own thinking has evolved as this discussion has
gone on. While I fundamentally believe that advertisers
should pay to access an audience, I can also see there are
many ways to skin that cat and that each deal requires its
own negotiation. As Rob says, use the right tool for the job.

Andy
--
Andrew Bourland
http://www.bourland.com
Monitoring the shift from Free to Fee






Received on Mon Feb 04 2002 - 09:40:52 CST