Advertising Age online has a short story about the plummeting rates for advertising online amid serious market downturns.  The range, explained in a helpful slideshow at the bottom of the story, goes from nearly zero CPM (cost per thousand views) to well over one hundred dollars per CPM.

“The slideshow…culled from agency buyers and media sellers, is far from scientific, but gives a good sense of who can still charge bank and why.”

The takeaway: Organizations with specialized content (The Wall Street Journal, WebMD) or those with big audiences (Yahoo, Aol) command the higher rates.  Makes sense.