Are page views becoming obsolete?

From: Coyne, Dave <DCoyne_at_cnc.com>
Date: Mon, 8 Feb 1999 22:09:23 -0600 (CST)

Whither the lowly page view? As more web sites begin employ
dynamic publishing from databased content, can page views
continue to be an effective metric? For instance, how does
My Yahoo! or a similar site combining user-customizable,
dynamic content such as news, sports, stocks, weather and
more all on one page count it? If a media planner is
interested in the number of page views pertaining to sports,
would this page count? And, if so, would it also count for
weather? Wouldn't this lead to that one page paradoxically
counting as more than one page view? Will the industry
evolve to place a greater

importance on users or maybe even something new like
"content views"? With a content view, one page view could
consist of multiple content views. Alternate methods for
describing site activity exist beyond these as well. For a
specific banner-type ad product, capacity should probably be
given

in terms of available impressions rather than page views, as
seems to be

more common currently. Perhaps the ultimate solution is to
be found in profiling software which describes users of
specific categories of content, thus permitting the
publisher to tell the buy that the site has 10,000
weather-interested users each month.

+++++++++++++++++++++++++++++++++++++++++++++++++++
Dave Coyne : dcoyne_at_cnc.com
Internet Advertising Director : (781) 433-8229 phone
Community Newspaper Company : (781) 433-7888 fax
254 Second Avenue, Needham, MA 02194
If you know something about advertising, you'll know something about
http://www.townonline.com/


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Received on Mon Feb 08 1999 - 23:18:19 CST