How fuzzy are the numbers?
How can you charge for ads when it's nearly impossible to tell advertisers how many people will see them? "Websites don't want to know how many computers visited them," writes Gregory M. Lamb in The Christian Science Monitor. "They want to know how many people did. Therein lies the rub."
TBO.com, the Web site of the Tampa Tribune and WFLA-TV, uses six different methods - from outside surveys to in-house counts - to try to measure its audience. "Each measurement has its frustrations," says Kirk Read, general manager of TBO.com. "No method seems to be exact, so we use a number of different resources.... We're still trying to get our arms around it."
Jun 28, 2004 | E-MAIL | SAVE | PRINT | PERMALINK | DISCUSS(1)
Discussion
1 comments about 'How fuzzy are the numbers?'Wrong. There are a number of ways:
1. Registration on the site.
2. Factor for multiple computers per user. There are a number of accepted formulae, ranging from 1.7 to 2.4.
3. It's a WHOLE lot better than anything print can do. You have even less idea how many people, or which people, see any given story in any given magazine or newsp.
4. You can filter for entry page and path, so while you may not ID the individual user, you do know his/her behavior and/or interests. Again, better than print.
As an advertising vehicle, the Web is much more potent for a media buyer
Posted by Neil at June 29, 2004 11:37 AM
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