mediapro

The End of Brand Advertising

Hi Bob.

You should read the balance of comments to get your answer to the poster's logic.

The most reasonable conslusions and take-aways are combined in other posters' comments. Yes, Time has a measurable demographic, but is the ROI between .25/CPM and $25/CPM worth the extra investment? Another poster has the right answer:

It takes a balanced mix of media and strategy (branding vs. product advertising and promotion) to make the perfect soup.

And another poster had the added insight:

Too many of us old guys were raised in the legacy media world of limited choices. I marvel at the young tech savvy that track the metrics and trends in the online world.

Overall, I agree that the author used the headline for effect, not to present a sound argument with a single conclusion. But he should be excused for not getting it right because he stimulated an interesting discussion.


On Dec 29 11:26 AM Bob Lunn wrote:

> The world is changing. However, in your first paragraph I believe
> you are comparing Apples to Oranges. Readers of Time have certain
> demographic characteristics that an advertiser might deem worth spending
> $25 per 1,000 readers to reach. I doubt the same concentration of
> target demographics is available per 1,000 viewers of MySpace. <br/>
>
> As on-line targeting methods improve, you will see CPM rates go up.
> But in order to get advertisers to pay those higher CPM rates, the
> on-line advertising business needs to have the services of an independent
> tracking service that provides the needed reach/ frequency numbers.
> No one in their right mind is going to trust individual companies
> numbers.