Magazine article Editor & Publisher

'Sales and Site Survey' Centers on the Web

Magazine article Editor & Publisher

'Sales and Site Survey' Centers on the Web

Article excerpt

Demographics: They're not just for selling ad linage anymore

Newspaper consulting and research firm Belden Associates and sibling company Audience Research & Development/Interactive have devised a way for newspaper sales teams to sell their Web sites the same way they sell display and classified ad linage: by furnishing them with detailed demographic, behavioral, and attitudinal information about their readers.

The Dallas-based Media Advisors International companies are preparing to launch their first quarterly "Sales and Site Survey," which aims to arm newspapers with data composed of more than 60 variables about who's visiting their Web sites, why, and what they're buying -- site- and page-specific information that Belden Chairman and CEO S.W. "Sammy" Papert III believes only his survey provides. By using it, he said, "Newspapers can go to advertisers and give them real information about who's visiting the Web site."

Designed with input from initial subscribers, it enables newspapers to conduct online interviews with up to 2,000 Web site visitors. …

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