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NONE: ONLINE-ADS>> Re: New Ad Model - LESS Accountability
ONLINE-ADS>> Re: New Ad Model - LESS Accountability
Mark J. Welch (markwelch_at_ca-probate.com)
Tue, 08 Oct 1996 10:04:20 -0700
At 07:57 AM 10/8/96 -0500, rhoy_at_tenagra.com wrote:
> Essentially, The New York Times has decided to charge a
> flat rate for online ad space, just like in print. They will
> not sell by impressions; and in fact can't even tell you how
> many impressions your ad received. Their reasoning is that
> AOL users are a significant force on the Internet, and AOL
> both caches and mirrors web sites (including Your Health Daily).
> Because of this cashing and mirroring, no one really knows
> exactly how many times any web page is being shown.
While I can understand and accept the argument that any counts
obtained are incomplete, I would never accept the conclusion
that counts are meaningless. Personally, I have always been
skeptical of the "pass-along" count for magazine readers (the
notion that each copy of the magazine is read by N people, as
compared with some other magazine which is generally read
only by one person). Likewise, most demographic information
on the internet is just plain fraudulent (there are a lot of 12-year-old
web surfers claiming to be 28 with income of $40,000). But
I would still want to know what numbers are available, to justify
an ad placement.
Also, most web pages are cached by AOL and other large
providers, so it is hard to argue that the New York Times
site is somehow different from others. (There are also
ways to defeat caching, such as using the 'expiry' tag, but
of course these techniques increase server loads.)
I want a count. Sure, I know the count is not pure; neither is
the count for a newspaper or magazine circulation. But I'm
sure not going to pay thousands of dollars for what might be
six browsers per day.
-- Mark J. Welch, Esq. (Estate Planning, Probate & Trust Law)
-- http://www.ca-probate.com Pleasanton CA 510-462-8483
-- This message is not legal advice, and is not confidential.
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