Following up on my post about how niche social networks can command higher ad CPMs than the big generic sites such Facebook and MySpace, here's some new data from PubMatic that makes a similar point about web publishing:
Not only do small (Long Tail) publishers montetize their content at 3-5 times the rate of the larger publishers in PubMatic's survey, but they're improving in the current environment while the big publisher decline.
- Small Web site segment: Less than 1 million page views per month.
- Medium Web site segment: Between 1 million and 100 million page views per month.
- Large Web site segment: Over 100 million page views per month.