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Agrimarketing : October 2008
High Plains Journal Midwest Ag Journal ? The farming and ranching bible of America’s Breadbasket ? CPM RPM RPM–Readers Per Thousand–is a better, more sophisticated way to compare media values than CPM. CPM is simply a measure of price: the page rate divided by the number of copies mailed out, in thousands. It is easy to manipulate, especially in publications with controlled circulation. At right are 10 factors to help you differentiate RPM from CPM. RPM takes into account the number of actual prospects who are likely to see and read your advertising. It requires a deeper dive into readership data for individual publications. But it’s a much richer, more dynamic, measure of value, not just price. In your personal life, you shop with an eye for style, quality and value. Bring that same approach to the workplace. Next time you plan or approve a media schedule, evaluate RPM, not just CPM.
November December 2008