Monday, May 31, 2010

Print still alive?

I've spent the last week trying to learn and understand the online media / ad space for my independent study project.  Interestingly, I learned that WSJ.com charges up to $65 CPM.  This is an ultra premium due to WSJ's subscriber model, pay wall, and the demographics of its readers.  What surprised me was that Glamour, Conde Nast's main moneymaker (the print edition), charges over $200k for a full page glossy ad with a base rate (comparable to # impressions) of 2.25m.  On a life-for-like basis, this is equivalent to $89 CPM.  For those who says print media is dead - for a certain type of reader and a certain type of brands (fashion, luxury, retail), print is still most influential.

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