CPMs by Media Type

I was putting together a report for my “Newspapers, Magazines, and Electronic Ventures” class yesterday, on the Miami Herald. While I was researching their advertising offerings I came across their rate card for advertising. I did some more research online comparing the different economics of advertising in different mediums, and didn’t realize there was such a disparity.

The traditional way to measure cost of advertising is CPM - cost per 1000 “eyeballs” reached. They vary by media and in general, the more targetted it is to a particular audience, the more you pay.

Here are some rates I found online, but wondering if there are any more specific reports?

Typical Advertising CPMs

Outdoor = $1-5 CPM

Cable TV = $5-8 CPM

Radio = $8 CPM

Online = $5-30 CPM

Network/Local TV = $20 CPM

Magazine = $10-30 CPM

Newspaper = $30-35 CPM

Direct Mail = $250 CPM