ONLINE-ADS>> Mass Medium? Targeting?

Keith Pieper (kpieper_at_matchlogic.com)
Fri, 19 Jun 1998 18:32:37 -0600

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I just read this week's Interactive Week Cover Story on Banner Advertising -
http://www.zdnet.com/intweek/printhigh/61598/cov615.html

In particular, I must take take issue with a comment made by Jupiter analyst
Evan Neufeld...

"It's a mass medium without the mass, and it's a targeting medium that can't
target."

Hmmm. At first glance I would take a strong disagreement position with Evan.
40-60 million seems pretty massive - that's bigger than the New York market,
and New York is considered a mass market. Targeting based on SIC codes,
states, zips, and whatever else we do seems pretty precise.

So if it's not mass and can't target...what constitutes a "mass medium"?
What constitutes "targeting"? I really would like to know.

Then again, does the market have to be "mass" if you have and leverage the
proper targeting? I say no. I read and hear complaint after complaint about
"if you use all that targeting, your reach goes way down." Duhhh. That is
kind of the point. And it means you have to work a little harder to segment
and serve your market properly.

It's great to see our analysts are so positive about the business.

Keith Pieper

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