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Magazines Now Offer CPA Programs

November 05, 2009

Posted by: Nicole Turcsik in B2B

ROI campaigns are commonly used in the online world via CPA (cost per acquisition) campaigns.  CPA campaigns allow you to pay based on response, not exposure.  More recently, B2B marketers are trying to apply this same tactic to other forms of media. 

In reaction to this, B2B magazine publishers have determined that if they want to stay in business then they need to provide a pay for performance option similar to what online can offer.  Magazines are referring to these as ROI campaigns. 

When you commit to an ROI campaign magazine publishers commit something to you… a guaranteed level of response.  If you are interested in exploring this type of campaign, here are a few things to keep in mind.
• You may need to educate the vendor on what an ROI campaign is because it is so new
• It is important to have historical data that shows what kind of response you typically receive vs. exposure.  This allows you to project results and come up with a fair cost structure with the vendor
• Make sure to have conditions in place in case the vendor doesn’t deliver what you were promised.  Typically they will either extend the campaign until all goals are met or issue a credit

Here is an example of what an ROI campaign may look like: