Re: Measuring "e-clips"

From: David McKnight <David_at_McKnight.net>
Date: Tue 04 Jan 2000 17:06:53 -0800

MIKE DRIEHORST WROTE:
> Does anyone out there -- particularly those in PR and
> media relations -- know of a way measure the number of
> impressions that a story placed on a news-oriented Web
> site receives?
>
> For successful placements in printed media, a
> publication's circulation is standard. However, how do
> you determine the "circulation" of a Web site,
> particularly those online-only media? Are the site's
> visitors per month claims reliable? (Maybe, maybe
> not.)

Because most of these sites sell advertising, they'll
report to you (if they think you're a potential
advertiser) the number of page views and unique
visitors received monthly. The larger sites are often
audited for advertisers in the same way publications
are. Smaller sites, you are at their mercy.

Figures, however, generally come right from the server
logs. If you tell them you want to see their server
logs, and again are willing to show that you are a
major potential advertiser, they may be willing to go
to that trouble. Keep in mind, however, just because a
SITE receives a certain number of unique visitors,
there is no guarantee that your story saw that many.
You would have to ask them for the number of page views
your story received.


DAVID

David K. McKnight
TeamMetrx, Groupware That's Simply Addictive
<mailto:David_at_McKnight.net>
Web Site: <http://David.McKnight.net>
(for "Diary of an Internet Startup...")




Received on Tue Jan 04 2000 - 19:06:53 CST