I wonder how Lauren Cureton feels about this “New FrontBurner.” She works in advertising at D Magazine and can’t be thrilled with the loss of page impressions sure to come from the No Comments era.
FrontBurner, like nearly every other Web site with advertising, charges advertisers based on page impressions. A page impression, of course is what happens every time you load a page. Here are some of their rates, courtesy of Lauren herself:
50,000 impressions = $1,437
100,000 impressions = $2,625
200,000 impressions = $4,250
There are two ads on FrontBurner: the banner and the tower. So let’s assume they’re both paid ads (though they frequently are house ads instead). That means that each time you visit FrontBurner, you could be giving Wick Allison nearly 6 cents.
50,000/$1,437 = $0.02874… multiply that by 2 (for two ads on the page) and you get $0.057 per impression.
Load the page 10 times in a day, and Wick has received 57 cents courtesy of you.
That’s the extreme example, since advertisers may choose for the better deal of buying 100,000 or 200,000 impressions. But you get the idea.
As you can see, it’s important for Wick that people return to FrontBurner throughout the day. I reloaded that page probably 50 times a day when I was commenting there, but, of course, I don’t do that now. The point is this: Less reason to return throughout the day will mean slightly less revenue for Wick.
Want to really stick it to him? Use the RSS feed at the top right of LodoWick. Rather than checking back with FrontBurner to see if there’s a new post, just look there first. If there is and it looks interesting, sure, click and read it. If not, save the 6 cents.