In his letter to the editor (“Practice What You Preach,” Sept. 28), Andrew Borland responded to my Sept. 21 column. He wrote:
“However, if you visit Greene's Web site and want to do a banner advertising campaign on the Grizzard Network, you're going to have to pay on a CPM basis, $15 CPM to be exact. … In the article, Greene addresses the numerous benefits of CPC for site publishers. … So, Mr. Greene, I'll offer you $.01 per click for all your inventory. Do we have a deal?”
You betcha, if you mean all your unsold inventory. We have a deal, as long as what you're offering is a good match for the audience and you offer reliable third-party tracking of CTRs, we'll be happy to run your ads in our unsold inventory. We'll even go out and sell it to others for you.
Anyone who claims to sell out of ad inventory at a 100 percent rate CPM should be eyed as suspiciously — and taken as seriously — as a used car salesman with a loud '70s tie. That salesman may be telling you the truth about that car being owned by a little old lady from Pasadena, but I wouldn't just hand him my checkbook if I were you.