Its not a buyers market!
EVAN THOMAS WROTE:
>Being new in this industry, I am trying to compose a rate
>card as part of a public media kit. I've seen CPM rates of
>$30-50. My site serves 3.3 million impressions per month,
>but I'm not getting anywhere near $30/CPM. Do sites really
>sell ads for that much? If not why do they post such a high
>price? Wouldn't that scare off potential advertisers?
TO WHICH RANDALL VLAHOS REPLIED:
>My impression is that most banner space being sold happens
>in the "general audience" category, fetching anywhere from
>$10 to $30 CPM. What about "special interest" markets and
>websites?...
AND:
>I realize that these media can't come close to the sheer
>numbers provided by the "portal" sites - however they may
>produce quality impressions of interest to specialty
>advertisers in their markets. The question then is: can
>these types of sites command higher rates?
Rates for media are like the "fish special- at market
price"...its a matter of supply and demand. Its a war out
there...the bulk impression buyers and their agents try to
reduce the "reach value" of your audience by continually
hawking the notion that "its a buyers market" and that every
publisher should accept ridiculously low CPMs for their hard
won audience, just because a fast food place serves "generic
white fish" and can sell their products cheaply, doesn't
mean that if you serve Dover Sole you must sell it for the
same price. Publishers of sites that attract a targeted
slice of the Internet community must hold fast to the
position that their sites audience is worth more to specific
advertisers, much more than an audience that is exposed to a
banner while on their way to find information they are
seeking.
Look to the magazine world for inspiration...low CPMs for
high volume general interest publications and high CPMs for
targeted magazines...if advertisers are paying high cpms to
reach your audience in print and direct mail they should and
will pay for the audience that you deliver on the most
effective medium ever devised...The Internet.
Bob Gordon CO-Founder and President
The Auto Channel
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Received on Thu May 13 1999 - 16:14:15 CDT
