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  3. At current online-ad rates, it is almost impossible for web publishers that create their own content to make money—just ask any

At current online-ad rates, it is almost impossible for web publishers that create their own content to make money—just ask any

admin2010-06-17  71
问题     At current online-ad rates, it is almost impossible for web publishers that create their own content to make money—just ask any of the two dozen, from Z.com to eCountries that have gone bust in the past month alone. The mason for the bloodbath is simple: advertisers are not willing m pay enough for web ads to support the cost of displaying them.
    To see why, consider a credit-card firm that wants to find customers online. Say it runs a campaign to display its banner ad to 2 million viewers. Using industry averages, one out of every 200 viewers can be expected to click on the ad: one out of every 100 of those will actually sign up for a credit card. Thus, the campaign would yield 100 new customers. Offline, the firm pays about $150 for each customer it acquires, through anything from direct mail to television ads. Using the same rate, it would therefore be willing to pay $15,000 for those 2 million online-ad views, or a cost-per-thousand-views (CPM) rate of $7.50.
    Now consider the economics of the website that is running those ads. It probably does not have its own ad sales team, so it is getting those credit-card ads from an advertising network such as DoubleClick. The network takes half the revenues, leaving the site with a CPM of $3.75. Imagine that the site is very successful, say among the top few hundred on the web. If so, it may be able to generate 10m page views ’a month. At $3.75 per thousand views, that means revenue of $37,500 a month. Take out hardware, software and bandwidth costs, and enough might be left to support two employees or so.
This grim picture can be improved by selling more than one ad per page, but such clutter often comes at the cost of a lower rate of "click-throughs" and, eventually, even lower CPMs. The site can try to charge higher CPMs by providing more information about viewer demographics, to help advertisers target their ads, or by claiming that it has a sign that may justify a fee for brand-building advertisers. But advertisers are skeptical.
The biggest web portals get their content almost for free—a mixture of material from other-sites and content created by viewers—and attract so much traffic that they can support huge organizations on low CPMs. But for most smaller websites, there is no way out. Those that cannot find revenue sources beyond advertising will either go bust or be forced to admit that their site is a non-profit enterprise. If truth-in-advertising rules were enforced, most dotcoms would be dotorgs.
选项 A、difficult
B、unimaginative
C、easy
D、impossible
答案A
解析 推理判断题。由文章第一段"At current online-ad rates," it is almost impossible for web publishers that create their own content to make money—just ask any of the two dozen, from Z.com to eCountries that have gone bust in the past month alone."网站靠自己编写内容来赚钱几乎就不可能，后面又说在过去几个月里许多网站都快破产了，由此可以得出从网络赚钱很困难，但从后面文章来看也不是完全不可能。因此，正确的是答案选项。
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