(CPM) rate can be higher (ranging from between $25 and $80 per thousand images) than would be charged on a generalized portal (which typically runs between $5 and $25 CPM) (Boyce, 1998, p. 17A).
Although itcars.com is ostensibly a catalog site, it differs significantly from traditional catalog sites. Just as eBay provides a service in that it brings buyers and sellers together but does not actually sell anything itself (other than a place for buyers and sellers to meet), so itcars.com brings together buyers and sellers. Visitors to itcars.com will not purchase cars from the site directly, but will instead receive information on how to reach the individual sellers. It is assumed that since the sellers will have their automobiles for purchase on the Internet that most will have an e-mail address, and this is what will be forwarded to visitors of the site who choose classified ads. Phone numbers can also be provided at the discretion of the seller. Dealers who advertise cars on the site will have a
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