NONE: RE: ONLINE-ADS>> WEB-AD'98 COVERAGE: 3/17/98 - Yoder Sings New
RE: ONLINE-ADS>> WEB-AD'98 COVERAGE: 3/17/98 - Yoder Sings New
Jim Meskauskas (Jim_at_HAWKMEDIA.com)
Wed, 18 Mar 1998 08:48:28 -0800
Kathy Gill wrote:
> OK -- how are they measuring "reach" with magazines? Simply by number
> of subscribers?
"Reach" in magazines is calculated the same way it is with every
other medium -- circulation to an audience. In broadcast it's the same
thing. How many people CAN experience your messaging. Doesn't say
anything about IMPACT or EFFECTIVENESS. The circ of a magazine doesn't
say I do see your ad, just that I'm likely to see your ad. I'd think
the same thing applies to online.
When Yoder talks about these things you have to understand that
he treats online primarily as a direct response vehicle, and so time
spent with a medium is an even more important factor. If there isn't a
lot of time spent with a medium, reach is effected. More so with
online because there is so much clutter. With a magazine, the ads don't
go anywhere. If I don't catch 'em today, I might tomorrow, or next week
when I finally get around to that article about the duel between Tara
Lipinsky and Michelle Kwan for that "most annoying in America" title I'd
been wanting to read. With online, it's like cruising past a billboard
on the highway; if I don't catch it now, I may not catch it again. But
if there are only 100 people driving on the same stretch of highway all
the time, they're going to see my ad A LOT. Right now, online is still
a frequency medium, whether the goal is to elicit response or build a
brand (yeah, yeah, I know the diminishing DR returns on a 3+
frequency...) because not enough people are on it for a duration that
can satisfy reach requirements.
~~~~~~~~~~
Jim Meskauskas
Media Planner
Hawk Media
731 Sansome St., 5th Fl
San Francisco, CA 94111
PH: 415-777-4645
FX: 415-777-1062
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