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.
TO WHICH RANDALL VLAHOS REPLIED:
>...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...
>I too worked in the "golden era" of special interest
>publishing 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 ...
Dear Randy, dear list,
"mass audience" websites have to concentrate on creating
specialised subsites they can sell to targeted audiences.
Then they kill two birds with one stone.
Targeting is IMHO only one way out of many of advertising.
I personally dislike personalisation on websites, for I
dont want to be forced to focus only on the topics and news
of the fields of interest Im interested in today.
Whats up with all the other topics I still dont know
anything about but which could also interest me if I only
knew more about them?
So its ok that specialised websites take a higher CPM than
more general "mass audience" ones. They reach a much more
specialised audience. But both are necessary!
I dont go to car sites but I drive a car.
More interesting in this discussion is the fact that as you
said "on the internet everybody is a publisher". eCommerce
in Germany is still at its beginning but theres obviously a
shortage of professional content delivery. There are many
websites but only a few people capable to compose
trustworthy, well-written contents for websites. Apparently
this could be a new market: content delivery. Specialised
websites sell their contents to general ones and the other
way round. Id like to know if this business already exists.
Do you have any professional content providing companies in
the U.S.?
Best regards
Markus Schneider
Bucher Reisen
Germany
email: schneider_at_bucher-reisen.de
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Received on Wed May 26 1999 - 10:36:28 CDT
