Altaba Inc. (formerly Yahoo) Message Board

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Technology Stocks : Altaba Inc. (formerly Yahoo)

AABA 19.63

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Nov 6 4:00 PM EST

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To: phbolton who wrote (10745)	5/6/1998 10:43:00 AM
From: Bill Harmond	Read Replies (1) of 27307

>>IMHO this [unique viewers] is a worthless measure Philip, in advertising, "reach" is the most important measure there is. While CPM (cost-per-thousand impressions) is the basic measure of media efficiency, it makes a big difference whether those impressions are being spread over a large universe or whether the impressions are hitting the same fewer people over and over again. Too much "frequency" is a waste of money. That's why media with the greatest reach command the highest CPM's. For example, prime time television is much more expensive per impression than daytime because reach is greater. The Academy Awards costs more per impression than regular prime time programming because its reach is greater still. And the "mother" of reach, the Super Bowl, costs more per impression than anything else. Impressions = reach x frequency. One key is to find the level of frequency that finally gets a consumer to react. But above all, the more [different people] you tell, the more you sell.

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