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
Sean Pfister (seanp_at_cnet.com)
Wed, 18 Mar 1998 15:32:04 -0700
Kathy Gill asked:
>OK -- how are they measuring "reach" with magazines? Simply by number of
>subscribers? Raise your hands
<snip>
>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.
<delurking>
It is a big assumption, but it's one that has been in use in print for
about 30 years. Reach in print is measured by random samples of the
population. The survey respondents are asked which of a list of magazines
they read and how often they read it (e.g. 1 of 4 issues, 2 of 4 issues,
etc.). These studies usually don't ask about who subscribes, only about
who reads. That way, they capture the passalong readers as well as the
subscribers--people who are given the magazine, read it in a Dr.'s office,
steal it from the office. In principle, if you were a survey respondent
and a subscriber to, say, "Sean's Research Mag," you would say that you
read 4 out of 4 issues (because it's so good), but that you only read 1 out
of 4 issues of "Brand X Research Mag" (because it's so boring).
The idea is to estimate total national readership of a broad list of
publications, which is commonly called Average Issue Audience.
The research estimate is of the issue, not of any given page or ad. Media
planners & advertisers live with it, and more or less compensate for the
unknown readership of specific pages/sections by negotiating for placement
(e.g. front of book) and/or supplementing the syndicated research with
readership studies like Chilton or Starch or Harvey. Some syndicated
studies also ask respondents how much of a typical issue they typically
read--25%, 50%, 75%, 100%--which could be used to weight the AIA number.
On the Web, all of this stuff is measurable to a much greater degree than
in print. The scrutiny is greater on the Web but so is the payoff 9in
theory)
</delurking>
____________________________________________________
Sean Pfister
Director of Research and Analysis
seanp_at_cnet.com
Tel: 415/395-7805 x1529
FAX: 415/395-7814
http://www.cnet.com
Try Snap! Online.
http://www.snap.com
____________________________________________________
----------------------------------------------------------------------
This week's Online Advertising Discussion List sponsors:
ICONOCAST, Texas Monthly, and Wired Digital
"ICONOCAST is the best source of aggregated data and insight into Net
stuff that I receive." -- Rita Belle, Marcom Director, Zip2 Corp.
E-mail majordomo_at_iconocast.com with "subscribe iconocast" in body
---
Looking for Texans? We've got 'em at the Texas Monthly Ranch,
http://www.texasmonthly.com. Plus travel, food, events, culture and
more. Contact Jena at 512.320.6928 or jenab_at_texasmonthly.com.
---
Brand Impact Studies from Wired Digital deliver mission-critical data
on the branding value of Web ads - for less than $5,000 per campaign.
More info? Contact Rick Boyce at rick_at_wired.com or call 415.276.8440.
-----------------------------------------------------------------------
Online Advertising Discussion List To Unsubscribe send UNSUBSCRIBE
http://www.o-a.com/ to online-ads-request_at_o-a.com
