LETTER: Pay for Performance Is Way to Go

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"Pay for Performance Gains on CPM" (www.dmnews.com/articles/2000-11-06/11460.html) emphasizes what I have been saying for 3-plus years. The dot-com turndown has only made dot-com marketers and investors start to reconsider this current flawed marketing approach.

Banner ads and expensive print ads are not the way to market a dot-com company.

Develop the user base and database for long-term dot-com viability.

Develop your vigilante marketer user base -- people who love you and your site "just because."

Develop the "bump into" factor in your marketing approach. Ubiquity breeds the perception of market strength and consistency.

Three cheers for AllHerb.com, a true Internet marketing example. I bet they have plenty in their coffers for this current dot-com downturn. Brands are not created overnight; they are created because people love what you do and you are consistent over time.

• Bert Blevins




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