CPM disparity means trading digital pennies for print dollars

An interesting column in Folio: about the paradoxical spectacle of some magazine companies, while saying that digital is a large part of their future,cutting digital staffs with almost the same alacrity as traditional print publication staff. Matt Kinsman writes:

The problem for consumer publishers are the financials. While publishers have long spoken of online revenue being smaller but more profitable, it's hard for larger publishers with six-figure (or more) print deals to be excited about five-figure online deals. In a recent article on Slate.com's Big Money, Lesley Blume wrote that one media expert estimates that an online CPM is worth between one-seventh and one-tenth of a print CPM. "That means that swapping out online-for-print publication right now literally amounts to trading in dollars for pennies—which is hardly an alluring prospect for publishing companies used to commanding lavish ad revenues."