The M in CPM stands for mille, latin for thousand. Strange that. As far as I know, no-one has actively spoken latin since around 750AD, which incidentally is about the same time as a young King Arthur was yanking a bloody great sword out of a big stone.

In a world increasingly priding itself in inclusivity, isn’t latin M, a little too, eh, exclusive? Why latin? Was it to affect an air of empirical importance, like the BBC dating TV productions with Roman numerals? Or, was it a shibboleth designed o marginalise those without a proper classical education?

Why not move with the times and change CPM to CPT? I doubt anyone buying or selling impacts would mistake CPT for anything else.

‘Oh I’m sorry, I thought you were referring to the Crisis Planning Team.’

‘I ordered a Certified Personal Trainer not a bunch of highly targeted OOH Impacts.’