nomis5 - 4:51 pm on Aug 1, 2012 (gmt 0)
About averages, one of my sites has an average ecpm of around 11, another has an average ecpm of around 1.2.
What's the average from that? Around 6? And that contributes absolutely nothing to any discussion except for the fact that trying to chase averages, as netmeg says, is a total waste of time. Too many variables, too many different designs, too many different countries, too many different markets, too many different of everything.
It does seem that forums earn significantly less. It also seems to me that big ticket items e.g. swimming pools are likely (but not guaranteed) to earn more than low ticket items e.g penny bubble gum.
But comparing one swimming pool site to another is pointless. One may be in freezing cold Greenland and another may be in California. One may be a forum the other might be informational. One might be top end of the market and the other low end of the market. The differntials are enormous making anything but very general comparisons almost irrelevant.
Having said that, now I think about it, I know quite a lot about swimming pools! Must dash off and write a website about them.