Cnet interviews John Battelle of Federated Media.

Quoted: We want it at the kinds of CPMs that supported the magazine and the cable industry, which is above $20, $30, $40, $50 cost per thousand. Advertisers will pay that once they feel like they're getting that value for it, and once the media is created that proves that value, and it's not just the publisher's job to create that media, it's the publishers working in partnership with the marketers and that what we try to do it with them.