NONE: Re: ONLINE-ADS>> Low cpms mean death
Re: ONLINE-ADS>> Low cpms mean death
Mark J. C. Brownlow (mark_at_sciencekomm.at)
Sat, 10 Oct 1998 10:20:57 -0500 (CDT)
As a very minor player just starting out on the ad selling
road, I'd like to raise my inexperienced head above the
parapet on this one. The market is going to have its way
sooner or later. If the guy down the road (highway) has the
same quality eyeballs as me and charges a lower cpm, I'm
going to lose out. Cpm's will drop, and many publishing
sites may become unviable. This saddens me, but every
internet book I ever read said you shouldn't assume that you
can make your fortune on an advertising-based revenue model.
As publishers, we can rage against the dying of the high-cpm
light or we can take the lessons of the market to heart and
come out winners.
Firstly we can make ourselves a scarce resource in high
demand (and, thanks to the free market, demand higher cpms)
by attracting better and more visitors through the way we
design and market our sites. Mercedes and BMW are doing OK
selling expensive cars. It's a challenge, and those who meet
it will still pull in the advertising bucks, however much
oversupply there is in the market as a whole.
Secondly, I ask myself why I pay twice the going rate for my
provider's hosting services. It's because I know that if I
call them at 10pm with a technical problem I'll get a
courteous and helpful technical support officer to deal with
the problem right away. People will pay extra for the
extras. Return those calls, be flexible, offer added value
etc. Advertisers will also pay more (I think / hope) for the
same quality of eyeballs, if they can get an additional
association benefit from the quality of the hosting site.
As a budding supplier, I don't like an oversupplied free
market much, but there's not a lot I can do about it. So
let's run with it and turn it to our advantage, or give up
and do something else.
Mark Brownlow
science.komm life science and medical directory
http://www.sciencekomm.at/
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