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'Money' experiments with CPM ad pricing

Published on .

Time Inc.'s Money is building an ad-supported "financial district" to test a "cost-per-click" model for financial advertisers. The area, in a trial mode through late July, is priced at $2,500 per month for the first 500 clicks and $2 per click thereafter. The maximum monthly price: $5,000. "We think this model offers advertisers the best of both worlds [direct marketing ledes and a price limit] on an online service," said Brett Zickerman, product management director-new media, Money.

AOL content providers Hachette Filipacchi Magazines and Ziff-Davis Publishing have begun offering CPM-based pricing recently within their AOL content areas. This will allow both companies to sell marketers cross-platform buys across AOL and their brands' Web sites.

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