andrea99 - 3:08 pm on Apr 19, 2006 (gmt 0)

europeforvisitors writes:

The idea that junk content earns more money than quality content is contradicted by CPMs in the offline advertising world, where quality editorial content aimed at desirable audiences will fetch higher CPMs than a local shopping supplement or a third-tier magazine does...

Perhaps the offline advertising world has it wrong, their empires do seem to be fading.

The higher CPMs there could easily be driven by the brand-building prestige of being associated with the higher quality content and if there were a way to actually measure the "click-through" offline the model would collapse entirely.

It reminds me of the apocryphal quote attributed to John Wannamaker, "I know half of my ad budget is wasted, I just don't know which half."