Can you trust the label on a CPM?

Erwin Ephron, founder of Ephron Papzian & Ephron media consultancy, asks do we really understand media vale.

Can You Trust The Label On A CPM?

Erwin Ephron Ephron, Papazian & Ephron Inc.

On 1 July 1967, the US Congress enacted the Fair Packaging and Labelling Act. It reads:

'Packages and their labels should enable consumers to obtain accurate information as to the quantity of the contents and should facilitate value comparisons.' If the Congress ever looked at CPMs (cost per thousand) they would appoint a...

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