An Archive

The world does not need another website. My excuse is EphronOnMedia (too Jurassic-sounding for my taste) is more of a lending library of off-center thinking about the advertising business.

I use the word "lending," because the thoughts are mine and I want them back. Revered or reviled. But with at least a polite hello from the borrower.

The site is technically simple. First there is the current cover article, then a section containing new writings and finally an archive of earlier essays arranged by subject. There is a key-word search at the bottom of the page.

To print an article, I recommend the download PDF option located on the left at the top and bottom of each article.

If you want to hire me, there’s a page for that too.

So welcome to the club. You simply need to register once to use the archive forever. It's free and your identity is safe with me. I simply want to know who you are. My guest, correspondent, co-conspirator.

You can start reading below right now.

THE NUMBERS GAME

CPM and Cost-Per-Point
are not the same

The recent industry proposal that spot media change from a cost-per-point to a cost-per-thousand currency measure ignores important differences -- and has competitive implications that go beyond the numbers.

click here to read on

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