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 special prosecutor.

Apples, three for a dollar

CPMs are the value measure of media. But it is not a case of: apples, three for a dollar, orange juice, two dollars for a quart. In CPM neither the product nor the quantities are uniform. This confuses us as consumers.