Re: ONLINE-ADS>> Average CPM (Comparing different media)

Sean Pfister (seanp_at_cnet.com)
Mon, 7 Jul 1997 15:55:37 -0700

• Messages sorted by: [ date ][ thread ][ subject ][ author ]
• Archive Home Page
• Search
• Next message: The Bay Area Gardener: "Re: ONLINE-ADS>> Different Model"
• Previous message: Kristine Loosley: "Re: ONLINE-ADS>> Advertorial Links"

Chris Elwell <celwell_at_internet.com> writes:
>* The average CPM for 21 leading consumer computer magazines was $35.46 in
>1996. The average CPM for 32 leading controlled circulation computer magazines
>was $108.76.
>Source: Computer Publishing Market Forecast, 1997, SIMBA Information, (203)
>358 9900. http://www.simbanet.com

Not only is it difficult to find a meaningful average CPM in print, these
"cpm's" are not comparable to Internet "cpm's". A magazine CPM is based on
delivered copies rather than impressions. The assumption of the magazine
audience model is that every ad in the book is seen. On the Web, every ad,
in fact, IS seen (especially on sites that count only fully-delivered ads).

Syndicated research from IntelliQuest and Simmons indicates, at least for
computer-related publications, that significant portions of readers do not
read 100% of the magazine. A reach model that wanted to compare apples to
apples would factor in the probability that a magazine ad is "seen"
(perhaps using the syndicated numbers).

Magazine pricing is based on cost per thousand readers (with no indication
of ad viewership) while Web pricing is based on cost per thousand
impressions. It's unfortunate that the same term is used to describe
different commodities.

____________________________________________________
Sean Pfister
Director of Research and Analysis
seanp_at_cnet.com
Tel: 415/395-7805 x1529
FAX: 415/395-7814
Pager: page_seanp_at_cnet.com
Pager: 1-888-705-2179

----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsor:

More neighborhoods to visit than New York. (And much safer.)
Stop by and see our online media kit. No need to take the subway.
http://www.geocities.com/mediakit/

-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com

• Archive Home Page
• Search
• Next message: The Bay Area Gardener: "Re: ONLINE-ADS>> Different Model"
• Previous message: Kristine Loosley: "Re: ONLINE-ADS>> Advertorial Links"

With an archive of more than 14,000 postings, since 1996 the Online Advertising Discussion List has been the Internet's leading forum focused on professional discussion of online advertising and online media buying and selling strategies, results, studies, tools, and media coverage. If you wish to join the discussion list, please use this link to sign up on the home page of the Online Advertising Discussion List.