[epub] RE: Newbie questions

["Mark Brownlow" <mark.brownlow@xxxxxxxxx>]

In Digest 707, Anne asked:

> What's the difference between ads and sponsors...what is an
> affiliate program?..."CPM" - what is this?

and Jennifer asked:

> what is double and single opt in?

I used to edit a family of newsletters called ibizBasics (now 
suspended sadly) where we tried to explain these concepts in 
detail, in terms the newcomer could understand. I'm no longer 
associated with the publisher or newsletters, but the archives 
are still up:

CPM is explained at http://www.ibizbasics.com/online010201.htm 
and similar terms like CPC and CPA can be found through the 
glossary at http://www.ibizbasics.com/glossary.htm

Affiliate program is at 
http://www.ibizbasics.com/online121200.htm

(Single) opt-in, double opt-in and permission (all related) are 
described at:

http://www.ibizbasics.com/online022001.htm
http://www.ibizbasics.com/online022701.htm
http://www.ibizbasics.com/online030601.htm

The terms advertiser and sponsor are often used interchangeably. 
However, an advertiser will tend to pay money for an ad to be 
displayed (at a website or in a newsletter), then go away again.

A sponsor may be much more closely involved with the publication. 
A sponsor may pay for ads over a longer period of time, and the 
design of the publication may be adapted to fit the sponsor's 
needs. A sponsor may not even pay for ads in the conventional 
sense, but simply for their logo to appear in the right places, 
e.g. "brought to you by..."

In essence, the greater the interaction between publisher and 
advertiser, and the longer the two work together, the more likely 
that publisher is to call that advertiser a sponsor (does that 
make sense?).

Having said all that, the way people use the words often means 
there's no clear distinction. Many publications will call their 
advertisers sponsors, simply because it sounds less crass and 
commercial than calling them advertisers.

Mark


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