Magazine article Editor & Publisher

'NYT' Explores Problem of Conflcting Counts of Web Traffic

Magazine article Editor & Publisher

'NYT' Explores Problem of Conflcting Counts of Web Traffic

Article excerpt

With the need to grow online revenue now paramount for most print products, the question of Web traffic rises in importance all the time.

The continuing problem of how to count hits, and why they differ so greatly from one system to another, has drawn frequent coverage by E&P in the past two years. On Monday, The New York Times presents a lengthy article on the subject by Louise Story.

An excerpt follows. The entire piece is at www.nytimes.com.*

"You're hearing measurement as one of the reasons that buyers are not moving even more money online," said Wenda Harris Millard, president for media at Martha Stewart Living Omnimedia and, until June, chief sales officer at Yahoo. "It's hugely frustrating. It's one of the barriers preventing us from really moving forward."

Online advertising is expected to generate more than $20 billion in revenue this year, more than double the $9.6 billion it represented as recently as 2004. Nobody doubts that the figure will grow -- particularly as advertisers hone their techniques for aiming messages to particular consumers -- but the question remains how much the clashing traffic figures will hold the market back. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.