On How Web Writers Get Held Responsible for the Lawyers, the Sales Guys and Even the Coffeemaker
You write:
"If a site sells half their inventory for $10 CPM and half through a network for $1 CPM, overall their traffic is worth $5.50 CPM."
Now let's take an example from your comment and fit it into this framework. I'm a sales guy, and I have both a 728x80 and a 300x250 on every page. I do a deal with a big advertiser selling a package deal, where they get both spots on each page, with them paying $10 for the 728x80 and just $1 for the 300x250. What's the CPM for that page? It's not $5.50, it's $11.
From the *advertiser's* point of view, they might think to themselves that their eCPM was just $5.50, since that's the average price they're paying per impression. But from the *publisher's* point of view, the RPM for the page is $11. Big difference.
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On How Web Writers Get Held Responsible for the Lawyers, the Sales Guys and Even the Coffeemaker
I'm sorry, but I think you're wrong on the math: you're confusing CPM with RPM. TBI has much more than one ad per page. And my point was that if you add up all the ads it serves on any given page, they can reach something over $70. If Blodget's only getting $10 RPMs, that's a level of discounting most people would consider evidence of seriously depressed demand for his content, no?
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On How Web Writers Get Held Responsible for the Lawyers, the Sales Guys and Even the Coffeemaker
Yes, if you add up your revenue and divide it by pages x 1000, then you get what I'm calling RPM. And I'm saying that if his RPM is $10 and his rate card is $80, that's a VERY big discount. And that you only discount that far when you're getting a bit desperate in terms of finding people who want to advertise with you.