NONE: Re: ONLINE-ADS>> An experienced response on the futility of an
Re: ONLINE-ADS>> An experienced response on the futility of an
Eric R. Ward - NetPOS (netpost_at_netpost.com)
Sat, 1 Feb 1997 00:58:53 -0500 (EST)
Not sure what Cliff was getting at about significantly
differing with me, as he says himself the exact point I made
in the article: Referrer logs will give you much of the
information you need to see if you got covered. That's why
I said not to spend your entire day online or pouring over
magazines looking for a mention of your site. THAT is what
will drive you to an early grave.
It is far better to deal with a well constructed feedback
loop like the one Cliff describes, and which is EXACTLY what
I said in the article, apparently not strongly enough.
Not every access will come as a result of an online link,
though the very nature of the Web and hyperlinks dictate
that's where it will be the most fertile.
Quick true story:
Client does big media push.
Client gets covered in Internet World Magazine
Client happy
Client buys 80 copies for office, friends, grandmother
Client sees no discernable spike in hits whatsoever from
Internet World print coverage
Client still thrilled with Internet World coverage
Client frames Internet World article, hangs on wall
Next campaign, client gets covered online at C|net
hits increase 10 fold over next 7 days...
Links, baby, links....
Back to the news cave...
Eric
netpost_at_netpost.com
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On Fri, 31 Jan 1997, Cliff Kurtzman wrote:
> Eric Ward wrote a long essay, and I certainly agree with his general thesis
> that traditional media clipping services are often not complete solutions
> for tracking online pr campaigns. They don't track most of the Internet
> trade pubs, nor any of the online activity.
>
> But then Eric gives his paper on why "Trying to keep up with coverage of
> Web related news and events will drive you to an early grave..." Here I
> have to significantly differ with Eric on some aspects of what he has
> written. Eric wrote:
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