BOB GORDON WROTE:
>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.
Couldn't agree more - at least in pricipal. The problem, I
fear, is that on the internet everybody's a "publisher" - a
phenomona that may have a discounting effect on media
planners' perceptions of value - producing a general
background "noise," static, and obfuscation.
I too worked in the "golden era" of special interest
publishing throughout the late 70s and 80s ... where one
could almost "see" the market mechanisms in action as media
developed interests ... and developed a strong belief in the
publishing/advertising partnership. How much has *really*
changed? (Accessibility?)
Is there really a surplus? Of targeted ("specialty")
audiences; I think not. There may be a shortage of "mass
audience" advertisers however ...
best
Randy Vlahos
Vlahos Design
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Received on Mon May 17 1999 - 17:16:22 CDT
