Re: ONLINE-ADS>> do offline URLs drive traffic?

Rutkowski, Michelle (rutkmi_at_consumer.org)
Thu, 30 Jul 1998 17:41:18 -0500 (CDT)

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John Audette wrote:
><snip>
> We were able to get coverage for his project in both the print and the
>online versions of USA Today. The resulting traffic?
>
>The online coverage generated 5X more visitors to the Web site than the
>offline coverage.
><snip>

How are you sourcing offline media? How can you know that offline USA
TODAY was 1X vs. online USA TODAY being 5X? Sure, you can know the
online pretty exactly, but what are you doing besides guesstimating the
offline? Are you driving to a unique URL with offline media? Isn't
that the core of the issue with offline media -- it's less quantifiable?

--Michelle Rutkowski
rutkmi_at_consumer.org
Consumer Reports Online
www.ConsumerReports.org

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