Orbitz and CPA | publisher relationships

From: Ramon Ray <ramon_at_smallbiztechnology.com>
Date: Tue 12 Feb 2002 15:58:55 -0600

I don't want to start another thread about CPA
vs other types of advertising but I just read
Ann Holland's latest
http://www.consumermarketingbiz.com ezine (Jan 30)
about how Orbitz only uses CPA deals in their
online advertising - only CPA. Now is the NYTTimes
and other Web sites dumb or are they real smart?

I'm very confused here? Is there MORE money (I assume)
to be made for them in CPA deals than CPM advertising?

"It creates a much stronger relationship between the
publisher and the client because we're in it together"
is one quote Michael Sands, CMarketing-Officer is
quoted as saying.

Let's turn the page a bit here and ask WHAT IS A
DESIRABLE PUBLISHER RELATIONSHIP? Should we just be
concerned with producing great content and matching
great advertisers and doing what we can do get them
to advertise again. Or should we invest the time to
develop a partnership with them in some way? And how
in the world can we do this?

Ramon Ray, Editor/Analyst
ramon_at_smallbiztechnology.com
Smallbiztechnology.com
http://www.smallbiztechnology.com

News and analysis for small businesses and
small business technology marketers





Received on Tue Feb 12 2002 - 15:58:55 CST