Re: Setting local website ad rates?
"Barry Parr" <barry_at_parr.org> wrote:
> Any idea what a reasonable CPM for this site would be?
Somewhere between $1 and $20 - there are too many variables to narrow it
down. I suggest considering the perceived value from a potential savvy
advertiser (the other alternative is to target naive advertisers and never
given them the data/tools to measure the success of their campaign). If
you're just planning general run of site campaigns with no targeting or
filtering I'd expect it'll be a tough sell above the very low end of the
range above. If you have the ability to limit campaigns to X impressions
per unique user, by user demographics, by section of site and can track
impressions/clicks and share meaningful aggreate reports (daily totals,
clicks/impresions by demographic, etc.) it'll probably be a more compelling
sell. You may want to consider other models besides pure CPM (CPC, CPL,
hybrids) if advertisers don't bite and also consider that because conversion
rates and profit per sale can vary widely amongst merchants a CPM that might
seem like a bargain for one, might be prohibitive for another.
You might be able to find rate sheets with CPMs for comparable news sites if
you do some research, though most of the news sites I've seen for smaller
communities seem to be about 5 years behind the times in terms of
advertising technology.
--
Steve Werby
President, Befriend Internet Services LLC
http://www.befriend.com/
Received on Fri Nov 21 2003 - 13:26:14 CST
