Re: ONLINE-ADS>> NetRatings study

Robert J. Woodhead (trebor_at_animeigo.com)
Fri, 16 Oct 1998 16:59:47 -0500 (CDT)

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Based on the information posted to the list, the NetRatings
information is almost useless for drawing any conclusions
other than "if you advertise, some people will click through
and visit your site." What counts is the growth in repeat
visitors, and whether the advertising actually generated
such repeat visitors at a reasonable cost. In most cases,
it seems to me that what advertisers want to know is "how
many of the people who visited me last month came back this
month, and how often?"

>>JUNE Goto.com 155 million 2,491,079 24.9% 1.0%
>>JULY Goto.com 237.6 mil 3,114,091
>>AUG Goto.com 383.2 mil 3,140,433

It will be interesting to see if Goto.com (one of my
favorite sites) is actually generating long-term traffic.

>>JUNE Cyberthrills 26.8 million 2,324,518 -40.2% -19.5%
>>JULY Cyberthrills 11.5 million 1,388.741
>>AUG Cyberthrills not reportable** 1,120,456

Looks like Cyberthrills is generating one-time traffic. Not so good.

>>JUNE LinkExchange 131 million 1,238,805 11.5% 80%
>>JULY LinkExchange 146.2 mil 1,382,667
>>AUG LinkExchange 186.7 mil 2,495,822

LinkExchange's numbers may be skewed by their acquisition of
Submit-It. Impossible to tell. Lesson: numbers are nothing;
context is everything.

Best
R

Robert J. Woodhead
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