Re: ONLINE-ADS>> Low CPM's Mean Death

Scott Southwick (scotty_at_liszt.com)
Sat, 10 Oct 1998 10:21:04 -0500 (CDT)

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JOEL GEHMAN WROTE:

>Please get over yourself. [...] Urban legends postulate that over 80% of
>all Web inventory is unsold.

Wow, does that mean that 80% of every single site is unsold?

Or is there any room for variation in your
urban-legend-backed statistic? Could it be that certain
sites (*gasp*) actually do real well selling ads?

Listen, the top five and the bottom gajillion sites are
always going to have trouble selling out, and as a result,
of course, many of them are going to cut their rates. But
there's an intriguing group inbetween, the 4-star sites with
their paltry single- and double-digit millions of pageviews
each, that can and do and will sell out.

The whole point of my message was that we need to stop
looking for some single magical trend or stat or rate that's
going to apply to every single site on the web, regardless
of size, quality, prestige or field. I can't advertise with
ClickZ for the same rate that I can advertise with some
banner network -- and I just have to deal with that.

yrs,
Scotty

Scott Southwick -- scotty_at_liszt.com
Founder, Liszt (http://www.liszt.com/)
...a five-time Yahoo! Pick
...wholly advertiser-supported since Oct. 1996! ;}

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