Buys For The Asking Adweek reports that according to a Morgan Stanley report, the news on CPMs isn't all bad. At an average CPM of $3.50, online banners remain a cost-effective branding tool--especially when compared to a. $16 CPM for primetime broadcast television, b. $6 for magazines and radio and c. $19 for newspapers. The report estimates that banners are 40 to 80 % better than TV, magazines and newspapers in brand recall. As for generating brand awareness, the report suggests that banners are about 40 % better than TV, but remain about 20 % worse than …