Industry executives say online space -- which a major newspaper could sell to an advertiser for $10 or more for every thousand readers seeing it -- often yields The New York Times less than $1 when sold through a network, the paper says in a new story about the company's prospects.Across the Web, "we have a glut of unsold inventory every single day," said Kelly Twohig, digital activation director at Starcom, which buys media for clients including Kellogg's and Nintendo.
Holy cow, that means at 5 million impressions per month, we're looking at least $500 and at most $5000 in revenue?
ReplyDeleteWait, there's three ads per page, so that's $1500-$15k. We can afford one freelance editor. Yippee skippee.
Crap, why I wasn't a math major - 4:38 here, multiply those revenue numbers by 10, I divided wrong.
ReplyDeleteOne editor, one director. Maybe a freelancer for Metromix.
A duh! This has been going on 4-ever.
ReplyDeleteThat's why we talk about sell thru rates and eCPM's. The publishers are the ones that need to keep the pressure on sales to make sure inventory is sold and does not go to remnant which is sold at usually 70-90% discounts.
...remnant which is sold at usually 70-90% discounts.
ReplyDeleteWhich is a bad idea, no matter how much revenue it brings. It's called "cheapening your brand."