Re: ONLINE-ADS>> WEB-AD'98 COVERAGE: 3/17/98 - Yoder Sings New Tune,

Kathy E. Gill (kathy.gill_at_boeing.com)
Tue, 17 Mar 1998 11:44:20 -0800

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• Maybe in reply to: richard_at_tenagra.com: "ONLINE-ADS>> WEB-AD'98 COVERAGE: 3/17/98 - Yoder Sings New Tune,"

Richard, I'm curious about something reported here.. which probably
shows my lack of knowledge about advertising measurements:

richard_at_tenagra.com wrote:

> Yoder Sings New Tune
> David Yoder, Anderson and Lemke
>
> 3.) cost of reach
>
> David said that reach in a medium has a lot to do with how
> long people spend within that medium. He cited numbers form
> Media Metrix showing that about 48 percent of the online
> population spents less than one hour during the course of
> one month. His point is that almost half of the online
> population isn't online all that often.

OK -- how are they measuring "reach" with magazines? Simply by number of
subscribers? Raise your hands if any of you here have magazines that you
subscribe to that (1) you don't even open cause you don't have time or
(2) you open, read one story, and to the recycle pile it goes?

How is this behavior (what I've described) different from people having
an ISP but not logging on every day?

I think it is making a big assumption that a special interest magazine
with an "at home" subscriber is reading every page and every ad.

Kathy

========================
Kathy E. Gill
http://www.dotparagon.com/aboutgill.html

"You must be the change you wish to see in the world." -- Gandhi

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