Study shows dramatic variation in banner prices

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A report out today by Media Metrix's AdRelevance demonstrates how prices for banner ads vary dramatically according to the genre of a site. Community sites had an average cost-per-thousand impressions rate-card price of $19.70, lowest in the survey of 115 sites in 21 genres. Sites in reference/education ($60) and computing/technology ($55) were at the top. Rate card CPMs--which often are heavily discounted--ranged from $5 to $92.50.

Copyright December 1999, Crain Communications Inc.

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