the click-thru is dead

[rcjordan]

Click-Through Rate, R.I.P. [clickz.com] This is required reading in order to get your WebmasterWorld diploma with a major in marketing.

On my sites, some sponsors have a mix of full banners flying in random rotation and permanent butons on some targeted pages. I had noticed that have the mix seemed to improve the clicks on the buttons. I've been trying to explain this to some of my small-biz sponsors. In fact, here's a cut & paste from an email that went out last night.
> For sites like ABCcompany, there is a certain
> amount of "branding" derived from the imprint, but
> the keen interest is, of course, on the clicks.
> Expect 2 percent clicks on the buttons, less than
> 1/2 percent on the banners --slightly above the
> industry average. There is anecdotal evidence that
> the banners do reinforce the click-thrus on the
> buttons, but that is very subjective.
>

[Brett_Tabke]

How would the networks ever deal if commercials worked on click throughs? The station only gets paid if the the tv viewer changes channels? It was a dumb concept from start to finish. Please help kill the click through - do not support cpc advertising.