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Guru Search Results: 114 matches were found

Friday, November 22, 2002 #5636
What services should I expect from a contract media buyer?

The Media Guru Answers(Friday, November 22, 2002 ):
Basic services should be placing buys according to instructions, documenting buys, post analyzing buys and checking billing. Additonal services could include providing planning costs, full stewardship, and trafficking copy.

Tuesday, August 27, 2002 #5489
Is there any research available that evaluates the effectiveness for print ads (in publications) to drive users to the advertisers URL when used as the call-to-action message in the ad?

The Media Guru Answers(Thursday, August 29, 2002 ):
Click here to see past Guru responses about traditonal media and web traffic.

Monday, August 05, 2002 #5446
As a new publication what is the best way to combat MRI. Currently our website has skyrocketed on alexa versus our competeting books! What is the best approach. In my eyes MRI is old news and alexa is the wave! Would love your opinion.

The Media Guru Answers(Wednesday, August 07, 2002 ):
Alexa neither measures nor purports to measure print media. Alexa is a web page usage report based on 7 million users who have downloaded Alexa software. These are neither a random sample nor representative of web users.

MRI is a measurement of magazine audience, based on a large scale sample of U.S. adults and statistically projectable to the population and various demographic cells.

Web traffic to the web sites of magazines is probably not indicative of the magazine's audience among its target, anyway, and if it were there are better measures of web audience, such as comScore / MediaMetrix.

Alexa is not the wave, in the Guru's opinion. One does not "combat" MRI. When a magazine has not yet been measured, it may talk of circulaiton, subscribers or single copy sales.

Thursday, June 27, 2002 #5380
Guru – Need some retail advertising research info. My partner and I operate a small ad agency and we’ve recently picked up a new client, an upscale women’s clothing store. The store’s owner, a former district manager for a large clothing store chain, insist that single-store retailers who are located in high-traffic malls don’t realize any measurable cost-benefits from advertising. She claims that small mall-based retailers generate far more sales due to their high-traffic mall locations than they do from newspaper, direct mail, TV or radio advertising. My question is this: Do you know of any credible research study that offers any facts to either prove or disprove our client’s claims? She says that she read a trade journal article back during the early 90s that cited a Harvard Business School study that concluded that somewhere around 60% of all retail advertising is wasted, whatever “wasted” may mean. I’ve looked for the Harvard study and for other studies that may deal with this issue, but haven’t found any, at least none that offer any meaningful insights about the overall cost effectiveness of retail advertising. Any research study source/reference info you could provide, Guru, would be much appreciated. Thanks!

The Media Guru Answers(Sunday, June 30, 2002 ):
There is a classic advertising quote, attributed to George Washington Hill of American Tobacco, who said something like, "I know that half of all my advertising is wasted, but I don't know which half."

Your question is actually outside the Guru's arena, but try The Journal of Retailing, a research journal, or The Journal of Shopping Center Research.

Wednesday, June 05, 2002 #5324
I would like to know... How important, and how popular has internet advertising/internet listings become? Are companies, mainly small business, interested in being listed on the internet -- such as a local directory which would link consumers to their web sites? If I were to sell the listings, is a fee of 1500/yr. a reasonable fee to be a predominant listed company in a category?

The Media Guru Answers(Thursday, June 06, 2002 ):
It will depend on category and traffic. If the Guru were buying such a listing, he would expect at least 300,000 exposures for his listing at that price

Wednesday, May 01, 2002 #5262
A four part question- It appears that except for premium & movie channels, that an "average" cable HH receives between 30 and 40 "normal" cable networks (A&E, FX, MSNBC, TNT, etc.) that are "ad insertable." Is that a fair assumption? Second part of the question... If the first part is true, then an "average cable HH" still has many additional "ad insertable" channels to watch. Of all these "ad insertable" alternatives, what % of them (Share?) do think you feel these 30 to 40 get? (Yes, I know that the strength of each network varies by day part. So the "load" carried by one of the 30 to 40 varies.) Third part, is this topic too esoteric when trying to understand the power of the normal cable network? And how it affects advertising rates, programming aside? Fourth, what other aspects of the power of "normal" cable networks should I consider when evaluating the ins and outs of investing advertising money on cable?

The Media Guru Answers(Sunday, May 05, 2002 ):
Taking your figure of 30-40 ad-insertable cable networks as correct, that only leaves a small handful of other ad supported channels available to the cable HH:
  • Local broadcast stations carried on the cable system, of which there might be an average of 5 or 6
  • Local cable origination channels with local news, weather, traffic, etc of which there might be 3 or 4.

Depending on daypart, without consulting the latest Nielsen, Guru belives that the 30 or 40 get about 50% of the ad-insertable audience.

THe power of the individual cable network is still small, except within a specific sphere. ESPN is a power in sports, CNN is a power in news.

This relevance to the advertiser and consumer is a key consideration.

Thursday, April 18, 2002 #5230
Dear Guru, Thank you so much for this GREAT website, really it was very helpful for us. I have a question, I think it was previously asked but I couldn’t find the answer I want. How outdoor mediums are evaluated? Such as Mupi “Road Dividers signs”, Billboards, and 4X3 signs. We are from Jordan located in the Middle East and we have a software which we use to evaluate other mediums such as TV, Radio, and print but not outdoor. I would really appreciate if you can work on this example: From the software: Total population is 2131000 (all the figures are from the software - research) The TG audience is Married Females SEC ABC&D: sec = monthly income 200JD + Total # of TG is 398,200 č 19% of the total population. We are selecting 100 faces of the 4mx3m signs across the Capital City. The total number of cars in the capital city “Amman” is 1,131,860 č 53% The period of the campaign is 1 week. I wonder if the above information might help you giving me the answer in evaluating this campaign and getting the figures for GRP’s , Reach , AOTS. In anticipation of your kind reply & thanks in advance.

The Media Guru Answers(Saturday, April 20, 2002 ):
Generally, outdoor media are based on "DEC" or daily effective circulation, which is an estimate of the traffic passing the average posting and is oriented so that it can see signs. In the US, when Total DEC of a schedule equals the population, that is called a #100 showing or 100 GRP.

Techniques for estimating DEC vary from place to place and according to type of sign. A month of 100 GRP ought to have a reach of 95% or so. The Guru could not possibly have specific data on all the signage and demographic variants of all the countries in the world.

Thursday, April 11, 2002 #5219
My client is a Real Estate company with development in Virginia. One such community lends to the homosexual buyer. We didn't want to use the Washington Blade as it isn't qualified real estate traffic. From what I understand Simmons corrdinated a study in 1996 toward the gay & lesbian lifestyle. My question is, what local or national publications, perferably with established real estate section, do homesexual adults patronize.? Please keep in mind if the pub is national, we would like to keep the CPM at a low as the client only has two communities that lend itself to this lifestyle.

The Media Guru Answers(Monday, April 15, 2002 ):
Obviously, you need research regarding media preferences of the gay community. Contact Simmons and some of the major gay media, such as The Advocate, for guidance.

Friday, February 22, 2002 #5109
Is there a software program for print media buying equivalent to TapScan? We are a small advertising agency that currently buys media in sevarl local markets around the country. We are looking for software that would provide us: 1. a listing of all available print media in each market. 2. the data so that we can compare what is best suited for our clients 3. an actual print buying placement component. Is there such an animal? and if so, owuld appreciate the name(s) and contact info.

The Media Guru Answers(Saturday, February 23, 2002 ):
You want a listing of all media, audience data for the media and issuance / maintenance of buying records.

Sone suppliers with portions of what you want include DDS, Strata for traffic and buying maintenance and Telmar for audience analysis. Telmar and Strata have some useful links.

One obstacle you will face is that, just like Tapscan, these systems depend on media being listed in syndicated data which you must buy the rights to use, otherwise the systems only process media information which you input yourself. Local print media audience data do not genrally include "all" options. Particulary for weekly, pennysaver and alternative print, data collections can be quite spotty, but developments are constant, so contact these suppliers.

Wednesday, February 06, 2002 #5063
Dear Guru, Do you know of a resource that will give me website traffic statistics for branded product sites? Specifically, Pharmaceutical Product sites. I realize this might be confidential information, but maybe it is released and published somewhere - even if for bragging purposes. Basically, we're trying to compare our client's product website traffic to that of others. By the way, I LOVE your service!!! It helps us stay in the 'learning mode' at all times. THANKS!

The Media Guru Answers(Sunday, February 10, 2002 ):
Thank you. Try Jupiter Media Metrix.

Wednesday, January 09, 2002 #4990
Guru, what is the difference between a sales rep, an account manager and a traffic coordinator in a media placement agency? Thank you

The Media Guru Answers(Sunday, January 13, 2002 ):
From your context, the Guru will assume that by "Media placement agency" you mean what he usually refers to as a media representative ("rep") firm, i.e. one which solicits and negotiates business on behalf of media publishers/broadcasters.

In this case the sales rep is the person who deals with (actually solicits/negotiates with media buyers. Some rep firms refer to their reps as account executives or account managers, in otheres both titles are used and account manafgers may be the supervisors of reps ot account execs.

traffic coordinators process the ad materials and paperwork regarding the insertion of the ad into the media space or time. For example, receive the commercial tape, hand it over to the person who will integrate it into programming and assure that advertiser directions are followed regarding which copy runs when,

Friday, November 16, 2001 #4896
I need to break down a media plan for a client by percentage of work. Are there any industry standards for this? What percent of 100% (all the time spent on a media plan) would you estimate is spent in planning/research; negotiating/placement and follow up (traffic, value added cordination, reconciliation, invoice approval)? Thank you!

The Media Guru Answers(Sunday, November 18, 2001 ):
The balance can change due to many factors. If a brand has established strategies and tradtional media outlets, planning will take less time and negotiation, especially if there are new potential suppliers or a changing marketplace will take more.

Buying and stewardship with a limited set of national magazines is very simple, in local broadcast media across numerous markets very labor intensive.

A plan for a new brand or new target are very different advertisng strategy will call for more extensive research.

Averages are likely to be meaningless here unless referenced to a specific experiential framework.

Monday, November 12, 2001 #4879
hi,i'm a media planner in a pump producer,we are making a new ad plan to target some clients from water treatment,architect procuring sector,so we think the specific websites can lock our target custumes, but i dont know how to evaluate and compare these website, can you tell me how to get the real traffic and something alike? many many thx

The Media Guru Answers(Monday, November 12, 2001 ):
The Guru would expect these websites are too small to be reported by the major web audeince researchers. But you can ask each site for audited traffic results. Auditors include ABC and BPA among others.

Sunday, November 11, 2001 #4875
is there any research or study about advertising on big outdoor led or plasma display? is it a good medium in your opinion? thank you

The Media Guru Answers(Monday, November 12, 2001 ):
Many times the impact of the traffic is more overstated than other out-of-home, because of ther clutter of the location, as in New York's Times Square. But, granting that, the vendor should be able to offer some relevant research.

Tuesday, October 30, 2001 #4851
I am Manager of Product Marketing in a company that cares more about national ad volume trends than CPP. Particularly trends around number of Unique ISCIs being produced and trafficed. Do you have a recommendation for finding data around this? We usually look at ad spending forecasts. But, it is difficult to determine where increases or decreases are a result of volume changes as opposed to where they are a factor of changes in CPP. For example, in the current environment I've been predicting ad volume to hold flat or slightly increase (pre 9/11) due to the price decreases at the networks. Interpreting the decline in add dollars to be more a factor of price deflation than volume. Can you recommend some information resources to help?

The Media Guru Answers(Tuesday, October 30, 2001 ):
Assuming ISCI codes are indicative, try CMR (Competitive Media Reports) or VMS (Video Monitoring Services) for a count of different commericials in play.

Saturday, September 29, 2001 #4741
We are a startup company that is launching a network of websites for sports radio stations. We're looking for exclusive sponsorships for this network which should produce between 200-300 individual sites an upwards of 10k unique visitors per week. Where can we go to find potential sponsors or groups of sponsors to present our package to?

The Media Guru Answers(Sunday, September 30, 2001 ):
See our 'Ad Placement on the Web' links for reps who might sell your space.

But the Guru fears they will not find 10K visits a week very interesting, especially when it consists of 300 sites each with the extremely low traffic of 30 vists per week.

Tuesday, September 18, 2001 #4722
Hi guru, I suddenly find myself in a position to free-lance in media planning and buying. I've been asked to provide a rate structure i.e., MY hourly rates for planning, buying, stewardship and attending client meetings (different rate levels are assumed for each of these tasks). Can you give me any guidance?

The Media Guru Answers(Wednesday, September 19, 2001 ):
This depends on what the traffic will bear and how much you contribute to the process or how well you present yourself. A person with 5 years of planner/buyer experience will command a different rate than a media director of 25+ years experience. Depending on the project and experience as well as all the above, rates from $25 to $200 per hour are conceivable.

Tuesday, September 18, 2001 #4721
I'm looking for a good overview of how ads are delivered over Broadcast and Cable networks. Specifically, I am interested in the value chain and the technical specs on how the advertising campaigns are managed and transmitted through this system.

The Media Guru Answers(Wednesday, September 19, 2001 ):
The Guru isn't entirely clear about your terminology, such as 'value chain.' A simple overview, when an agency is involved, would be
  • Agency: Media Plan
  • Agency: Media Buy / place order / allocate 15% commission on gross media price
  • Broadcaster: Book order
  • Agency: traffic commercial (ship tape and instructions for airing)
  • Broadcaster: Integrate and schedule commercial
  • Broadcaster: Air commercial
  • Broadcaster: Bill Agency at gross price, indicating allowance of 15% commission
  • Agency: Bill advertiser
  • Agency: pay broadcaster less 15% commission (may or may not wait to receive advertiser's remittance)

Various sales people or outside sales organizations will earn various commissions in the chain between agency and broadcaster.

Monday, August 20, 2001 #4665
Dear Guru, Am trying to work out some recommendations for a client (an auction dotcom)which involves exploiting existing TV programing to direct traffic to the site - either through in-programme innovations which would link up to the brand, or by creating properties. One of the ways we are doing this is by auctioning memorabilia from popular soaps on the site. Could you direct me to any source which will have illustrations or examples of this kind of stuff. Thanx. S. Nagesh, Mumbai, India.

The Media Guru Answers(Sunday, August 26, 2001 ):
This is not quite a media question, but try The Internet Advertising Bureau

Tuesday, August 07, 2001 #4634
Hello Guru. What is "unwired spot tv"? I've heard the term in regards to radio, which from what I understand consititutes buying time as opposed to programming on stations. I'm confused as to what this means for TV - does this mean broadcast as opposed to cable? If you buy unwired spot tv on a national basis can you insert creative locally? Please advise - thank you!!

The Media Guru Answers(Tuesday, August 07, 2001 ):
The modifier "un-wired" is meant to convey a difference versus ordinary networks. For wired networks, the key is that programming is distributed from a central point with commericials integrated. In unwired, the negotiation is made with a central point, but the commercial carriage is station by station. An optional service in an unwired buy may be trafficking from a single piece of copy. As a rule, providing different copy to each station is permitted in an un-wired buy.

Thursday, July 05, 2001 #4548
Do you have any knowledge as to the long-term impact of radio. For example, we ran 8 weeks of traffic radio; how long can we expect this to have an impact on sales?

The Media Guru Answers(Friday, July 06, 2001 ):
If the campaign was aimed at awareness building, rather than a promotion, and it was the only advertising for something new, whatver "impact" might last a few weeks. It depends more on the uniqueness of the product and the creative. Consult The Radio Advertising Bureau (RAB).

Tuesday, May 15, 2001 #4404
I am an a media planner, looking for opportunities to sponsor various web site opportunties for OTC brands interested in reachng MDs. I have been looking at Medscape - a pharmaceutical consumer portal. They sell advertising space and sponsorships on their site. When we look at Media Metrix data to see traffic, and determine whether we want to advertise with them, we see a fairly low number of visitors. We are told that that is because Medscape has an alliance with AOL, and when members go through AOL to Medscape, these visitors are not included in Medscape traffic counts. Rather, they are counted towards AOL traffic. We're talking about over 1 million visitors. Is this true? How can this be addressed? Is it possible to change the way Media metrix counts these visitors or is this standard. I have asked Media Metrix for a response as well, but have not heard back from them yet. What do you think and how would you proceed to address? Thanks.

The Media Guru Answers(Monday, May 21, 2001 ):
AOL, per se, is not on the internet, it is a bulletin board service that predates the popularization of the 'net. Most members dial up directly into the AOL system. AOL provides a gateway out to the 'net for its members and there is also an site which is part of the net.

MediaMetrix, which measures internet behavior, might well be unable to track areas within the AOL system. However, it appears that when an AOL user accesses Medscape, the user is taken to the internet, to Therefore, the MediaMetrix traffic for Medscape would be complete.

With a total universe of under one million MDs in the US, traffic of one million visitors seems quite high.

Tuesday, May 15, 2001 #4401
Hi Guru - how is outdoor media measured? I see a lot of high audience numbers, but I'm not sure where they come from. Thanks

The Media Guru Answers(Sunday, May 20, 2001 ):
Outdoor is quantified as "Daily Effective Circulation (DEC), based on measuring traffic past the point of the display. According to the Outdoor Advertising Association of America:

"Daily Effective Circulation. The average number of persons passing and potentially exposed to an advertising display for either 12 hours (unilluminated – 6:00am to 6:00pm) or 18 hours (illuminated – 6:00am to 12:00 midnight)."

This is generally a # of cars multiplied by an average number of passengers, approximately 1.9. This may overstate the number actually noticing the sign, just as TV program rating may overstate the number viewing or paying attention to a commercial.

Saturday, May 12, 2001 #4388
dear sir, may i know what are the limitations of internet advertising!

The Media Guru Answers(Saturday, May 12, 2001 ):
Different ad units will have specific limits, but as a medium, some key limitations are:
  • Total reach: only 50% or so of any population are internet users, some groups much less, some a bit more.
  • Individual ads on specific sites have very low reach potential; a high reach schedule can be very expensive
  • Click rates are vanishly low; a problem if generating traffic, rather than awareness/branding is your goal
  • Acceptance of internet advertisng is controversial, many consumers seem to object to its presence.

Wednesday, May 09, 2001 #4383
Are there any statistics that show the response rates for driving traffic to web sites through traditional media, i.e. print, TV, radio? You answered a similar question last year with sources from 1999. Do you know of any updated information? Thank you.

The Media Guru Answers(Saturday, May 12, 2001 ):
Click here to see past and latest Guru responses about web traffic.

Tuesday, May 08, 2001 #4379
Dear Media Guru: Are there any "magic" formulas regarding advertising levels/weights and retail traffic pull through? Please advise. Thank you.

The Media Guru Answers(Tuesday, May 08, 2001 ):
There is no general magic. Individual experience will tell how it works in specific advertisers cases. There may be some ability to generalize within categories, as broad as "upscale restaurant in the NY metro area."

Monday, March 26, 2001 #4289
Do you know of any services that can provide competitive trafficing of magazines ad that run across all print mediums (actual tearsheet and/or copies of the ads)

The Media Guru Answers(Thursday, March 29, 2001 ):
Try VMS.

Friday, February 16, 2001 #4188
I am running a number of schedules per week and I guess I have atwo-fold answer regarding tracking? Is the traffic software package that monitors buys and secondly how I track the effectiveness of the ads since they are spread out over such a wide variety of media. The business I'm in is Clinical Trials and we are constantly seeking patient to participate in a wide variety of program with differeing demographics? Help!

The Media Guru Answers(Monday, February 19, 2001 ):
Your question really goes outside media, but:
What you seem to need is some sort of key code in each ad that the respondent must mention when responding to the ad.

Friday, January 26, 2001 #4126
Have you heard of the term a "Media Metrix" online buy that basically defines a driving traffic/unique user strategy so that the site rises in the ranks of its Media Metrix number? Please advise. Thanks!

The Media Guru Answers(Friday, January 26, 2001 ):
There's nothing unique about a site's advertising being aimed at attracting traffic. If the site wants more unique visitors it would presumably buy for the greatest reach dispersion instead of merely big boxcar impressions. The Guru has not heard the specific term "Media Metrix buy."

Wednesday, January 24, 2001 #4120
Which is the best way to decide how many billboards are effective in a specific city?

The Media Guru Answers(Friday, January 26, 2001 ):
Out-of-home media are sold in "showings." These are typically #25, #50 or #100. The numbers indicate that the daily traffic being exposed to a showing equates to impressions which would translate to the indicated number of marketplace Adult TRP.

So, a #25 showing is 25 TRP per day, etc. This means 150 TRP weekly (discounting a bit for lower weekend traffic) and 600 TRP in four weeks. Reach and frequency are given in the defintion of "Showing" in the Media Guru's Encyclopedia of Media Terms

In different markets, billboards will generate different daily effective circulation, depending on traffic patterns, and locations. The outdoor plant operators know how many locations are necessary to achieve each showing level in their markets. Market differences may not be proportional to market size differences. One market 4 times as big as another may need 6 times as many boards.

With this information, you can plan billboards to suit your communications goals.

Friday, November 03, 2000 #3943
Hello Guru, I was wondering if you knew what - a Portal with 6+ websites aimed at a specific target market (globally/translations) with over 40M unique hits per annum and exclusive branding rights to the site with over 2000 pages - be worth to an Advertiser. As we are not doing banners, the advertisers Logo and Branding will be intergrated in with the design and layout of the page and site. We have been told by various Marketing Sources $10-20M (USD) per site but as Branding on the Web (in this format) is relatively new, there are no guidelines yet. Your input and comments would be very appreciated! Wayne Sharp

The Media Guru Answers(Tuesday, November 07, 2000 ):
40,000 "unique hits" per year is extremely few as commercial sites go. The Guru assumes you mean "unique visits" as "hits' doesn't make sense in this context. In fact, neither does "uniques visits per annum." The Guru imagines you are adding up 12 months worth of unique visits, which may not be mutually unique.

Your expected pricing of "$10,000 - $20,000" per site seems ludicrously high, equating to a cpm of $1500 - $3000. Perhaps your low-traffic site has totally unique content of unique value to specific sponsors?

see Ad Resource for current rate comparisons.

Thursday, September 28, 2000 #3847
Does latency occur when a company posts its own banners? If this does occur, what is the time spent waiting compared to the latency (or the nonexistence of it) with using an ad server? Thanks!

The Media Guru Answers(Friday, September 29, 2000 ):
  • Assuming by "latency" you mean a visible delay in the banners' appearance to the visitor, and
  • Assuming that the surfer, the site and the adserver are all on T3 connections on the same backbone, and
  • Assuming there is no other traffic on the net,
then this is like asking whether there is a difference in how long it takes sunlight to get to New York vs Miami.

There is a time difference but it won't matter to the ordinary human perception. But when the user has only a 56K modem and there is plenty of traffic, there is a chance of visible delays or time differences in the two situations, not that this is a media question. . .

Friday, September 01, 2000 #3774
Dear Guru, I have to look for information on how many people in European countries consult any sort of financial information online. Where can I look it up?

The Media Guru Answers(Sunday, September 03, 2000 ):
The best information would probably to get European traffic data on the financial category sites, suing resources like MediaMetrix or Nielsen//Netratings.

Whether this way or through traditional survey research, a lot will be missed, such as information sought within AOL or on broad portals that include some financial data resources, newspapers' financial areas, etc.

Thursday, August 31, 2000 #3773
do you have any thoughts/research on how effective radio is in driving web traffic?

The Media Guru Answers(Sunday, September 03, 2000 ):
The Guru believes it depends a lot more on the copy and the targeting of the media versus site target than it does on generalizations about a media type, like radio. In radio, being able to memorably convey the URL will be crucial. It probably won't work very well with long or hard to spell site names.

Click here to see past Guru responses on driving web traffic.

Monday, August 21, 2000 #3728
What is the formula to equate reach and frequency from an outdoor showing? i.e. a 25 showing has a reach of 76.8% and a frequency of8.2 (I pulled these numbers from your media glossary)

The Media Guru Answers(Monday, August 21, 2000 ):
"25 Showing" in out-of-home media indicates a buy with a daily effective circulation, or traffic count, or impressions, which equate to 25 GRP per day.

In considering a month's reach & frequency, it is common to adjust the weekend days' traffic down by about 50%. In a month, instead of 25 X 30 = 750 GRP, we credit about 630 GRP. This agrees with the arithmetic of 76.8 Reach and 8.2 Frequency.

Wednesday, August 16, 2000 #3710
I run a educational website with variable traffice (about 150,000 page views per month in July; about 500,000 in February). My ad rep is Burst! (, and right now (first two weeks of Aug.) Burst is serving 90% default (non-paying) banners. Burst says this is due to market conditions. Are they right? Will it get better? Should I be looking for another ad rep.?

The Media Guru Answers(Wednesday, August 16, 2000 ):
August is a traditional slow period in advertising. Also, for the same reason that your traffic lags in August, so might the activity level of advertisers who target teachers or specific types of students or school-related anything. If your rep was doing well for you in February, this might be the case. But there is no harm in having a converation with another rep or two.

Thursday, August 03, 2000 #3670
we're an ad agency that places a lot of radio locally. recently we've been experiencing a lot of traffic mistakes - none of them has been our fault - but it makes me wonder if there's something not clear in our traffic system. Do you know of any good "error-proof" traffic system? and how would you approach a client when traffic errors happen? thanks.

The Media Guru Answers(Sunday, August 06, 2000 ):
Nothing is really error proof. Without knowing what the error was, it is hard for the Guru to respond fully.

If it's not the agency's fault then the Guru has to assume that either a shipping error by your duplication house or an error in which commercial was aired by the station.

traffic systems are basically instruction issuing systems. All they can be expected to do is develop correct instructions and synchronized them correctly with media buys. If that is happening correctly then it truly isn't your fault. If your dupe house is shipping incorrectly when the instructions regarding what to ship where were correctly issued, then advise your client that you are holding the duplicator responsible for any diect financial loss due to the error, and that you are changing vendors . . . and do so.

If the station aired the wrong commerical or wrong rotation or wrong schedule, again advise the client you hold the stations responsible for credit or make-good . . . and do so. Also consider barring the stations from consideration if possible, if they repeat the errors.

Thursday, July 27, 2000 #3658
Do you have any (or know where I can find) research that supports the use of traffic Report sponsorships as a support-medium.

The Media Guru Answers(Saturday, July 29, 2000 ):
The vendors should have the research.

The best resource, in general, is The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Tuesday, July 25, 2000 #3649

The Media Guru Answers(Saturday, July 29, 2000 ):
This is not really a Media Planning/buying/research question. Nor is it quite clear what you mean by "managing commercials in a large group of radios." If you are talking about allocating a large pool of commercial time inventory across several Brands' commercials, the Guru believes that DDS has such a system.

Monday, July 10, 2000 #3610
I am currently involved in a market research project. I am wondering which websites AMIC has sponsorships with for banner advertising? I am doing a project on college students therefore I was wondering if you would also suggest websites that will have a high traffic of college students. Can you also tell me approximately what those costs would be?

The Media Guru Answers(Tuesday, July 11, 2000 ):
AMIC is not currently running banners on any other website.

You would probably find a high college student traffic at music download related sites like Napster and MP3, graduate school listings like US News and college text book discounters like Varsity Books.

Sunday, June 25, 2000 #3574
When planning an integrated campaign involving both online and offline advertising (print, press, billboards, radio etc.) how do you track the effectiveness of those advertising activities back to the traffic on the website. (other than asking them) How do you measure the effectiveness of the individual offline campaign components against one another in order to know which of the offline components is pulling more than the others?

The Media Guru Answers(Monday, June 26, 2000 ):
The Guru can only think of one possibilities other than "asking them" either online or offline: In each ad use a variant of the URL so that you can measure traffic to each variant page.

Tuesday, June 20, 2000 #3562
I would like to know which reports as to my web advertising I should except from the web site I advertise on. If you have any examples of empty reports as to the traffic in my web page/banner clicking figures - that would be great thanks ifat

The Media Guru Answers(Tuesday, June 20, 2000 ):
The miniumum basic report expected from any commerical web site would be banner exposures and click rates. Typical frequency is monthly. Sites could also break down exposures and clicks by pages associated with the exposures and clicks and the geography of the persons exposed and clicking.

Other than the basic exposure (impressions) and click count nothing is truly expected unless part of the deal. If you are buying a flat advertising rate, without cpm or audience guarantees, even that data may not be assured.

In any case, this basic data is too simple to need standardized reports. How many ways are there to arrange two numbers?

Friday, June 09, 2000 #3545
Are there any industry "benchmarks" for response rates or cost per response for driving traffic to web sites through ads in tradional "offline" media? For example, if you run a print ad for a dot-com, what response rate should you be able to expect in terms of people visiting the site?

The Media Guru Answers(Sunday, June 11, 2000 ):
The Guru hasn't seen "benchmarks" for print ads' reposnse as web visits.

A lot of variables effect ad response. There is some data on print ads for web sites at Cahner's and in the The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Tuesday, June 06, 2000 #3535
Hi Guru I think this service is super.Congrats. Now for my question: I am trying to value the cost of an web-alliance and in doing so ,need to define metrics for the alliance. The alliance is basically sponsorship and we will look for exclusivity.What are the metrics you would consider?Which are tangible and how would you measure it?I have looked at CPM,Cost per Click etc.Also,what are the costs for opt-ins ,like email addreses etc.? Your inputs will help a great deal. Thanks Ash

The Media Guru Answers(Sunday, June 11, 2000 ):
Obviously, the answers depend on the goals. An ecommerce site wants to produce sales. Clicks that don't lead to sales are not worth measuring. An ad-supported site wants traffic. Clicks and page loads at the target site are what matters.

The Guru is used to seeing email impressions valued comparably to web impressions, and clicks from email parallel to clicks on the web.

Friday, May 26, 2000 #3498
Are there any metrics for advertising on streaming media sites, eg:, where commercials and text links are incorporated into a media piece? Is the CPM cost higher in this format, and how are the impressions counted? (looking for a pricing structure to charge advertisers for a converging media site). thanks.

The Media Guru Answers(Monday, May 29, 2000 ):
ADResource offers comparisons of various online rates.

There should be some added value if you can get the few consumers who are properly equipped (now about 4 million or fewer), to sit still for it.

The Guru tried ON2 and was discourages by the site's attempt to download a plug-in without asking first. In these virus-paranoid times, it's quite off-putting. The Guru imagines such sites are a very long way from generating enough ad traffic to think about charging in CPM terms.

Monday, May 15, 2000 #3475
My company is currently placing free internet terminals in high traffic pedestrian locations. We currently have our terminals in 3 mall locations in the Las Vegas, Nevada area. We have recently completed about 2 months of data collection in the Fashion Show Mall in Las Vegas. We are generating 1.2 million impressions per month out of that single location. We anticipate generating approximately 3 million impressions per month by the end of May. Now that we have collected all this data. We are ready to start selling the advertising. We are considering hiring an advertising firm. How do we find and evaluate an advertising firm that will meet our needs?

The Media Guru Answers(Friday, May 19, 2000 ):
Two sources of agency listings by selected criteria are The Standard Directories of Advertising Agencies and Advertisers ('The Redbook') and AdForum

Monday, May 01, 2000 #3434
I am trying to determine how best to manually calculate reach and frequency for Out of Home Media. Would you be able to help and provide me with reach curves and turnover ratios for OOH media. Thank you.

The Media Guru Answers(Tuesday, May 02, 2000 ):
Out-of-home (outdoor poster media) is usually bought in #25, #50 or #100 "showings." These are based on daily effective circulation, or traffic, equal to 25, 50 or 100 GRP per day, respectively.

Within the state of the art, in rough terms, these levels usually mean 4-week reach and frequencies of approximately

  • 80 / 8.8 / 700
  • 87 / 16.1 / 1400 and
  • 92 / 30.4 / 2800.

As should be apparent, there is not much room for fine tuning, nor much reason for considering other GRP levels.

Wednesday, April 26, 2000 #3424
I'm doing a campaign for a small restaurant chain with a relatively small budget. The goal is to drive traffic for lunch. I'm going to run in the AM and afternoon drives. Is it really necessary to have a 3 frequency if I'm going to be on the top 3 stations on the same programs each day at the same time over a period of 8 weeks? The schedules that I'm getting back show in the low 2's.

The Media Guru Answers(Thursday, April 27, 2000 ):
The common reference to a goal of "3 frequency" which you may have heard stems from century-old learning theory which found that 3 repetitions of information were required for it to be "learned" and acted upon. Many media planners use this theory and so specifically consider how many members of their target they are reaching at least 3 times.

You, however, seem to be looking at the average frequency of a schedule, which is different. Any schedule with at least three annoucements will have some portion of its reach exposed to 3 repetions. You need to decide what portion of your audience should be reached three times. YOu need to judge this by looking at the combination of all stations: you may be looking at individual stations reach and frequencies.

Finally, you may consider the full 8 week schedule. A station may be reporting to you only the one week reach and frequency, if you haven't specified, all stations, full cume.

With a schedule of just two dayparts on three stations you are probably getting a fairly low reach at high frequency and this is a completely different sort of consideration than the "3 frequency" issue.

Many planners today are abandoning the effective reach (3+) approach in favor of "recency," the concept that the exposure closest to a purchase decision is the most effective one. You plan might agree more with this approach if it has enough weekly reach.

Tuesday, April 25, 2000 #3420
We are putting together a sponsorship package that incorporates TV spots, our company newsletter, our website and our fleet vehicles -- is it possible to estimate a combined reach/frequency for all four mediums combined?

The Media Guru Answers(Tuesday, April 25, 2000 ):
The TV is easy, using standard methods, of which you are probably aware.

The other estimates must start from simple counts of the newsletter circulation, web traffic and - the toughie - persons exposed to your fleet. Most simply, after getting a standard TV reach, convert the other media impressions to ratings and combine by "random probability."

Saturday, March 11, 2000 #3308
This is a follow-up to my question of yesterday, regarding cost per web visitor for the major media. The data to which you referred me were very useful, and I thank you for that reference. As you note, however, nothing is provided there (or anywhere else I have searched) to determine the rate at which such CPM actually results in a web visit. Any thoughts on sources, or a means of reaching an educated guess, on that all-important information? Thanks again and best.

The Media Guru Answers(Saturday, March 11, 2000 ):
t was not clear that you were asking about other media being used to drive web traffic. The Guru thought you were considering these media as competition.

Keep in mind that the ad itself may be more important than the media vehicle. On January 2, 2000, the NY Times ran an article on ecommerce giving a comparison of web visits versus traditional ad impressions, thought these were not identified by media type except for TV. The range was enormous, from one visitor for every 2.7 TV impressions at to one per every 2977.3 at Of course, the number of impressions in other media is not considered in this ratio.

Wednesday, March 08, 2000 #3299
I am looking for a salary survey for traffic coordinator, production artists, designers, Art Director, Creative Director in the Northern Virginia, Washington, D.C, Maryland area. Large corporation. Mainly working in print collateral, some web

The Media Guru Answers(Friday, March 10, 2000 ):
This is not a media question of course, but you should be able to find salary survey information in the archives of the major trade media, like Ad Age.

Thursday, March 02, 2000 #3269
Dear Guru, I am planning for a channel. The channel is a niche channel in India. Basically a youth oriented channel. I was wondering on how to set media weights for the communication. How to stradle between the thematic (brand building) and tactical (traffic generation)campaign. Regards

The Media Guru Answers(Friday, March 03, 2000 ):
This will depend on marketing goals, budget and Click here to see effectiveness considerations, more than the basis fact of being a youth niche channel.

Sunday, January 30, 2000 #3171
Guru, I am currently trying to put together a newsletter for clients of my radio station. The newsletter would be about our new website and pertinent facts that would entice the clients to become more involved in the site. My questions is: What are the most important topics to cover when telling a client about how great and effective a website is?

The Media Guru Answers(Sunday, January 30, 2000 ):
The Guru asks:
  • What is "great" about your website


  • Why should the client care?

Are the clients getting free ad space as merchandising for their radio schedules? Are you trying to sell them ad space on the web site? Is the website creating marketing tools for the clients? If none of these, why would they care at all about the web site?

So if one of those is the answer, then the greatness and effectiveness will be in the site traffic, number of vistors, length of visit, frequency of visit or sopme user interaction with the site that effects the client, like contest sign up, listener club sign up which creates a database available for client use, etc.

Tuesday, January 18, 2000 #3128
Is there any quantitative research for monthly traffic in shopping malls...for example, in the month of December "X" amount of people shopped in malls....and so on for January, Feb, March etc...???

The Media Guru Answers(Wednesday, January 19, 2000 ):
The best source would likely be a shopping center association like International Council of Shopping Ccenters.

Another possibility is The Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Thursday, December 30, 1999 #3081
Has there been any studies that have been done to analyze the synergies between Print and internet Media ?

The Media Guru Answers(Saturday, January 01, 2000 ):
"Synergies" is an extremely vague term. There are studies to show how well print advertising brings traffic to web sites. There are studies of net reach of the two media.

If you can make your query more specific, you may find relevant research at The Magazine Publishers' Association, Cahner's or Advertising Research Foundation InfoCenter. For details about the InfoCenter, call 212-751-5656, extension 230.

Tuesday, December 07, 1999 #3034
Great Guru, As part of our consumer print advertising for our local convention and visitors bureau we run in a couple of in-flight publications. They have been chosen on the basis on the highest numbers of deplanements at our airport and the fact that they provide service in our region (the western United States). It is our assumption that many people have a loyalty to an airline, and we can entice regional travelers to our locale. (Although we do consider ourselves a national destination, our budget only allows us to advertise regionally.) What is your opinion on our reasoning...are we "preaching to the choir?" What considerations do you take into account when evaluating in-flights (within the category and also against other consumer print)? Thanks!

The Media Guru Answers(Thursday, December 09, 1999 ):
A very complex question. To break down the answers into managable pieces:
  • Airline loyalty seems a questionable basis for selection. While people may be loyal to an airline when it serves their destination, the Guru doubts that people decide where to vacation based on whether or not they can get there on the airline which they like best
  • If you were promoting one casino versus others, then advertising on the airline with the most traffic to Las Vegas would be a strong choice, but once the travelers are on a Las Vegas-bound plane, you can stop selling the city. And it doesn't make sense that a traveler presently headed to Phoenix or Ontario, CA is necessarily a better prospect for Las Vegas than a traveller headed to San Antonio or Kansas City
  • If budget is only enouogh for regional coverage, better to concentrate on the region where most visitors come from than the local region, if there is a difference.
    Preaching to the choir might be a good description of your plan.
  • Choosing among in-flights, in your case, is probably better based on ones which have travellers who like to gamble on vacation, if that's your selling point. Certainly there are media which will have a higher readership index on gambling or the other entertainments of your town than do the in-flights.

Thursday, December 02, 1999 #3016
How do you feel branding issues will be answered in on-line media. Currently it is mainly response driven advertising. What are likely to be the best ways to improve the brand's images rather than just driving traffic to a site? Also is there any research on the effectiveness of brand driven web advertising campaigns?

The Media Guru Answers(Wednesday, December 08, 1999 ):
Branding can be influenced by media as well as message. True, banners don't do much by themselves to convey a branding message, but one test done by AOL and posted in their media kit area shows some results of awareness generated by banners.

A banner must capture attention to be effective in direct response or in branding. Using an interstitial, which is in effect, a full page ad, as the banner's click target, instead of a normal web site can allow a full branding message to be communicated.

The Guru does have his doubts about the potential click rate of a banner which says "Click here to see our ad," but finding sufficiently interesting ways to say it is what creativity is all about.

Friday, November 12, 1999 #2964
Can research determine which media is best to drive traffic to a local retail business? If there is a particular medium or media, what research approach can best determine which media works? Please consider that this a local business that currently advertises in radio, newspaper and billboards and is very successful at driving traffic to retai outlets that are not highly visible in their marketplace.

The Media Guru Answers(Tuesday, November 16, 1999 ):
A specific individual business can use research to determine this.

Most simply, it is easy to include something in the advertising which makes people want to tell the business's operators where they heard of them. Or staff can be instructed to inquire where customers heard. More expensively, a commissioned study can probe awareness and shopping behavior from a random sample or a customer database sample. In any of these cases, the research must be carefullly studied and interpreted, to distinguish the results of branding efforts from promotions.

If the business has a long history of establishing its name and offerings in the community through radio and outdoor campaigns, the research might still find that "What brought the cusotmer in today" was a newspaper or Yellow Pages ad. Analysis might well show that the newspaper or Yellow Pages ad would have had little impact without the other media's branding effects.

Different businesses enjoy different effects from various media. A roadside, impulse business, like a highway restaurant chain can get immediate results from highway billboards which would have much less benefit for an in-town, white tablecloth eatery. A branding-oriented newspaper campaign for the latter would likely be more effective than one for the highway chain.

Tuesday, November 02, 1999 #2926
Hi Guru. We are about to launch an innovative new e-intelligence service that provides timely, ongoing, personalized information to users in a number of categories. We will have a high level of returning users to our site for ongoing info & very high profiling due to user activity in each category. We would like to go with a sponsorship model whereby we offer advertisers categories and/or subcategories to offer a consistent brand message targeted to users. Are there any standards for online sponsorships developing, particularly for categories? Any suggestions how a site like ours can obtain advertising commitments prior to launch & large registered user base? Thanks in advance.

The Media Guru Answers(Tuesday, November 02, 1999 ):
An advertiser or sponsor needs an audience. Perhaps by comparison to other similar sites you can credibly project an audience. A sponsor buying in on-the-come might be persuaded by a guarantee of traffic against a refund or free advertising.

Secondarily, you can model the audience quality, again with a guarantee.

It seems as if you are going to have a paid admissions site. These are not known for large registered user bases unless connected to established data sources, like the Walll Sttreet Journal, etc.

Thursday, October 28, 1999 #2917
What are the top 50 Internet companies that are spending $ in print advertising? TV advertising is on the rise, note the's advertising during the World Series. Are we going to see an increase in other mediums such as print? Or is print too much of a targeted buy?

The Media Guru Answers(Monday, November 01, 1999 ):
The Nov 1, 1999 issue of Advertising Age included a special supplement on internet companies' advertsing spending, detailing a half-billion dollars worth in the first half of 1999, which was nearly one-third print.

The air seems full of dot-com advertising and there is some print. Logically, there is more reason to find more targeted sites in targeted print, but the Guru is seeing several, full-page dot-com ads in his daily paper every day.

Sites aimed at parents of young children, housewives, attorneys, etc will find print more efficient, while big-traffic sites can do well in the World Series. The Guru believes that today, radio is the medium feeling the most inventory pressure due to dot-com advertising.

Thursday, October 28, 1999 #2916
Hi Guru, How is the CPM rate calculated by the web publishers?. what are the criteria adapted by them to arrive on their CPM rate?(say $30 or $40 for every 1000 impression).

The Media Guru Answers(Thursday, October 28, 1999 ):
The CPM = Ad Cost ÷ Ad impressions. Many sites quote ad rates in terms of CPM. That is you can order the number of impression you want your banner to receive, and get exactly that number priced at "x" CPM.

Several issues are taken into consideration in setting CPM prices:

  • Competitive pricing - a site can't successfully charge double the CPM of another with similar audience and content.
  • traffic - up to a point, more size is considered to have a premium value. Then there will be econimies o scale
  • Unique audience- hard to reach demographics are more valuable

Monday, October 25, 1999 #2903
Are CPMs higher on sites that have high frequency of use (ex. email sites)?

The Media Guru Answers(Wednesday, October 27, 1999 ):
There is no reason they should be. On the one hand, traffic is traffic. On the other, reach is often valued above frequency.

Thursday, October 14, 1999 #2874
Media Guru, I have just recently become aware of your web site, and I think it can be a vaulable resource for me as I begin to plan advertising campaigns on the Internet. My first plan has an overriding goal of driving traffic to its web site, with banners playing an important role. Therefore, I was wondering if any measurements, benchmarks or other standards for click-through rates exist for the following: 1) Buttons vs. Banners 2) Half Banners vs. Full Banners 3) Traditional Banners vs. Rich Media/Interstitials 4) Single Banner vs. Multiple Banners on a page 5) Placement of Banners within a page (top/middle/bottom) Guru, any information or insight you can provide would be greatly appreciated, and you would obviously receive full credit for any information I might use in a presentation. Thanks in advance for you help.

The Media Guru Answers(Sunday, October 17, 1999 ):
All else being equal, that is color, animation, etc., bigger banners outperfom smaller banners. Full banners will get 2 to 3 three times the clicks of button banners. Top of page will outperform lower positions, if only because there is a greater chance to be seen, because visitors usually arrive at the top of a page.

Friday, October 08, 1999 #2861
Is there an industry benchmark to determine what effect traditional media advertising has on web site visits. So many dotcoms are advertising on traditonal vehicles it must be working? But can that be quantified?

The Media Guru Answers(Wednesday, October 13, 1999 ):
There are some resources at Cahner's .

The Guru believes that dot com advertising is more adimed at the stockmarket than at traffic building.

Friday, September 24, 1999 #2822
We need to estimate traffic to our website which will launch in a few months. How can you factor in Public Relations activities, word of mouth traffic? Is there some type of industry standard for responses related to print advertising, and PR exposure?

The Media Guru Answers(Saturday, September 25, 1999 ):
There are too many variables. A broad, portal type site might expect much more trafiic from PR than a B to B site or one serving a narrow interest like antique 78 rpm records.

there are some partially relevan studies at Cahner's

Wednesday, September 22, 1999 #2810
Where can I find a ranking of the top 50 internet sites ranked by amount of traffic

The Media Guru Answers(Thursday, September 23, 1999 ):
Visit MediaMetrix

Wednesday, September 15, 1999 #2800
I just did a media buy for radio, cable, and related internet sites for a NJ based portal business that wants to attract consumers to their site. They asked me what number of people visiting their site constitutes a sucsessful ad campaign...50-100 week? Since visitors won't be buying anything, (no e-commerce)how do you judge what kind of response is successful? Is there any research on new "Dot Com" companies who have advertised, and what kind of results they got?

The Media Guru Answers(Sunday, September 19, 1999 ):
Any advertiser needs to define its own success. Portal sites are usually expected to deliver boxcar numbers, they are playing in a league with Yahoo, Netscape, Excite, etc, which have 20 million or more monthly visitors.

If your advertiser isn't doing e-commerce, presumably it wants to sell advertising based on the size of the audience it can deliver. If portals sell monthly banner ads at a $35 cpm, what is 100 visitors a weeks worth? If it's 100 per week, and they each view 3 pages that's 1200 impressions or $42 worth of traffic. The Guru is guessing you spent more than that on the campaign. If these people come back every week, it will be a long time before a campaign at this rate of response is "successful."

Using the actual cpm and page loads at the advertiser's site, you can estimate how many visitors and page views are needed for a return on investment.

C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) and Internet Advertising Bureau are most likely to have accessible research in this area.

Tuesday, September 14, 1999 #2796
I am looking for a list of smaller sites (100K to 200K per month). I've seen Media Metrix top 500, but they are all way over my focus group. Any thoughts?

The Media Guru Answers(Tuesday, September 14, 1999 ):
Sites in this range of which ( AMIC ) is one, are fairly common. This level of trafiic traffic might cover 50,000 sites ranked # 50,000 to #100,000.

Alexa might have a list for this size site.

Friday, August 27, 1999 #2746
Guru, I am looking for the top web sites for children ages 6-12.

The Media Guru Answers(Saturday, August 28, 1999 ):
The Guru does not believe any of the web traffic measurers are reporting this demographic. You may consider major sites / site failies that logically would draw this audience, like Disney's.

Wednesday, August 25, 1999 #2743
What response should I expect from traditional advertising (TV and Newspapers)for my website? I am most interested in trying to anticipate how much new traffic will come to my site and what effect "branding" will have on my historical click thru.

The Media Guru Answers(Saturday, August 28, 1999 ):
The Guru has seen only a little research on this. One article appeared in the March/April 1997 issue of the Journal Of Advertising Research.

There is also a Cahner's Business Information study, What Drives traffic to A Web Site?

Thursday, August 19, 1999 #2726
I buy a base level of 500 Ad 18-49 TRP's per week; a typical flight will run 4 weeks --- for a total of 2000 TRP's. From this base buy, we usually split the base buy in 1/2 trafficking in two different spots (1000 / 1000 TRP's). At what level do you think that wear out will occur? Thanks for your help.

The Media Guru Answers(Thursday, August 19, 1999 ):
What is your definition of wearout? A frequency level? A decline in ad awareness? A sales decline? There are may ways to set wearout.

One of the oldest, and easier to use because it is defined entirely by media measurement, is a certain frequency level in the next-to-highest quintile, perhaps a frequency of 20.

Depending on daypart mix, this might mean wearout at about 2000 GRPs for a spot.

Thursday, July 29, 1999 #2671
1.Can I get 2nd Q SQAD CPP by narket rank? 2. Where can I find Supermarket information, such as end isle values, value of displays by foot traffic, etc.?

The Media Guru Answers(Saturday, July 31, 1999 ):
1) AMIC's Ad Data area

2) In store, POP sellers will have this information. Try The Point of Purchase Advertising Institute

Thursday, June 10, 1999 #2569
Where can I find information regarding the use of traffic and pedestrian counts for measuring outdoor advertising effectiveness? I am also interested in the methodology for gathering this data in a reliable way.

The Media Guru Answers(Friday, June 11, 1999 ):
The Outdoor Advertising Association of America will have the information you need, as will major outdoor vendors.

Monday, May 31, 1999 #2545
Client has asked on how to advertise on their extranet. What does that involve? Should they use a third-party like NetGravity? How do I get started?

The Media Guru Answers(Monday, May 31, 1999 ):
The Guru assumes you mean the client wishes to sell banner advertisng on their web site. Generally,the web representative firms are not interested in site getting less than 1 million impressions or 50,000 visitors per month. Deals for samller sites offer few advantages to the sites, so self-selling is the best option.

Your client should document, as well as possible, its site traffic and then approach a sales rep if the numbers are big enough or otherwise approach firms with which they do business who could benfit from reaching the same audience as those who would visit your client's site.

Wednesday, February 17, 1999 #2342
what are the outdoor tracking and site evaluation measures that are currently being employed in the US, Canada and UK? Also can you tell me something about OASIS?

The Media Guru Answers(Thursday, February 18, 1999 ):
Outdoor is essentially measured by sporadic checks of traffic past posting sites. One company with expertise in outdoor media analysis, and which serves all three countries is Harris Media Systems (a sister company of AMIC's)

The only "OASIS" relevant to media, of which the Guru is aware, is a technology which "allows almost any web page to be delivered to a variety of non-PC environments"

Monday, February 15, 1999 #2334
what are the various measurement techniques for ourdoor media?

The Media Guru Answers(Monday, February 15, 1999 ):
Outdoor is measured by counting traffic passing the location and applying factors for the age/gender of those passing and an average number per vehicle.

Harris Media Systems offers software for outdoor media planning.

Wednesday, February 10, 1999 #2317
We are looking for "big ideas" to increase awareness and drive traffic to a new website. The target is an upscale art enthusiast. We are looking at traditional media and considering other vechicles such as post cards, blimps, etc. We will have on online campaign, but that is separate. Do you have any other good ideas for this type of objective? Thanks for your input! You are great.

The Media Guru Answers(Wednesday, February 10, 1999 ):
The Guru would look for opportunities in conjunction with Art Museums and Galleries. Ads/mentions in programs and/or catalogues, positions in newsletters/mailings announcing new exhibits.

Monday, February 01, 1999 #2301
is there a way to advertise swiftly and effectively on the web, for free?

The Media Guru Answers(Thursday, February 04, 1999 ):
To paraphrase the old saying, you can have it fast, you can have it good and you can have it free, pick any two.

There are many sites that allow free, instantly posted advertising within certain areas, like AMIC's Ad Jobs. But traffic in that area is far less than a paid banner's general rotation, for example.

Targeted sites like AMIC can also post banners in their most effective areas, but charge for advertising.

Why would anything with all the values you specify be free, unless you are in a position to trade reciprocal links or banners?

Monday, December 21, 1998 #2229
Dear Guru I am from South Africa and new to the online planning function.My question to you is as follows: Are there any sites or has any research been done on internet browsers, specificaly which "brand" and version is most common?

The Media Guru Answers(Wednesday, December 23, 1998 ):
The Guru doesn't think this data will have much effect on your planning but Iconocast is one of many sites which keeps track of browser share. MSIE continues to close the gap vs Netscape. Here at AMIC for example, we serve virtually identical numbers of pages to MSIE and Netscape versions 3.X and 4.X. The version 3 vs version 4 splits of the two are comparable as well, at about 70 / 30 Ver4.x vs Ver3.x. The two represent over 90% of browser traffic.

Wednesday, November 11, 1998 #2146
I am looking for a third-party listing of the top 100 or so websites, ranked by total traffic counts. I don't want to have to pay for the report. It seems I've seen countless articles in the trades with top 100 lists but don't have any handy for websites. Ideally, the source of the traffic would be either @Plan, Relevant Knowledge, or Media Metrix. Do you know if I can get this online somewhere? Thanks.

The Media Guru Answers(Wednesday, November 11, 1998 ):
RelevantKnowledge and MediaMetrix, which have now merged, both used to openly post top sites lists. But not as deep as 100. Since their data is protected by copyright and contract, it is not likely to be on-line anywhere (legally). If you are planning an on-line media buy, one of your potential vendor sites will probably share the data they subscribe to from one of these sources.

Friday, November 06, 1998 #2133
What are the methods generally adopted by the sites to increase a).traffic and b).Advertising revenue to the site

The Media Guru Answers(Friday, November 06, 1998 ):
This is a good question to research at Business Marketing's Net Marketing

Tuesday, October 13, 1998 #2091
dear guru, Thanks for your service.In a broader term,what is Internet marketing?.What are the elements involved in it?.Does it include generating traffic as well as findiing avenues to generate advertisement revenue to a site?.pl clarify

The Media Guru Answers(Tuesday, October 13, 1998 ):
Internet marketing may be defined from various perspectives. It could mean using the internet as a channel of marketing communications for a product or service, or it could mean marketing a web site. You seem to be thinking of the latter.

In this latter case, genrating traffic, ad revenues, order taking are all part of the marketing.

Wednesday, September 09, 1998 #2034
is e-commerce likely to be a significantly more important determinant of profitability of a site than advertising? in other words, will internet better serve those who have something to sell directly online than those who wish to use the net to promote goods and services sold through conventional channels?

The Media Guru Answers(Wednesday, September 09, 1998 ):
Some of the best known e-commerce sites are said to lose money, or did for a long time: Amazon, CD-Now, etc.

Other's which make money from advertising alone, such as search engines, are often profitable.


  • It depends,


  • traffic can be more profitable than merchandise if you have a lot of the former and can't price the latter profitably

Thursday, July 30, 1998 #1979
I need to plan and buy newspapers in all markets of the U.S. (30 to 40 at a time) to drive traffic to various events. Locations change often and targeting by zip is important (e.g., people won't drive more than an hour usually). I have MapInfo Pro for planning direct mail and would like to add a database of newspaper circualation data so I can identify the most appropriate NPP for each buy (major dailies and local/community papers). I'd like circulation penetration by zip so I can determine coverage for each paper. Do you know of a database of newspaper circulation with that level of detail? Thanks for your help.

The Media Guru Answers(Thursday, July 30, 1998 ):
The Newspaper Advertising Association's National Newspaper Network division is set up for just the sort of analysis you need.

Sunday, July 12, 1998 #1948
Dear Guru, What are interstitials and how are they priced?

The Media Guru Answers(Sunday, July 12, 1998 ):
Interstitials have been discussed by the Guru several times in the past, use the Guru Archive search engine to review past answers.

Some people use interstitial only to refer to animated or interactive pages, but generally they describe any page set up as the target of banner click-thru, where one lands before (or instead of) going to an advertiser's actual site.

Pricing is whatever the traffic will bear and may reflect design and maintenance cost rather than traffic.

For example, AMIC itself offers to create a no charge "mini-page" interstitial for an advertiser buying a year's schedule. This allows advertisers who don't have sites to deliver a full message to viewers. Similarly, in other business-to-business advertising (which is what media's ads for the media buying community are) an interstitial can carry the b-to-b message when the advertiser's web site is totally aimed at their consumer audience.

Thursday, June 25, 1998 #1921
What is your opinion regarding the future trend of local content sites (sites that specifically target the local community)? Is there a potential market for this area? If so, will large companies advertise on such sites given the fact that traffic will be less? Also, can you recommend an approach to acquiring sponsorships for such a site? Are there any specific criteria that media buyers look for in local content sites?

The Media Guru Answers(Friday, June 26, 1998 ):
Major markets, like New York, LA, etc., can surely amass enough audience to support a local content site. Such sites also exist for smaller markets, such as Charleston, SC. Often local content sites are maintained by newspapers wich are concerned about losing local advertisng revenue to the net.

Logically, media buyers will consider local content sites when selecting on behalf of a locally oriented advertiser, i.e. one who particularly wants visitors from a particular location or those who have an interest in a locale. Under these circumstances, fewer visitors who are more likely to be prime prospects for specific retailers, travel options, local festivals or entertainment are more valuable.

Friday, May 29, 1998 #1614
how to increase traffic to one's site? also please provide me with some marketing ideas to do the same.

The Media Guru Answers(Tuesday, June 02, 1998 ):
The Guru believes there are three essential ways to increase site traffic:

  1. Search engine listings
  2. Advertising in traditional media
  3. On-line advertising, which may be banners, links from other sites or mentions in Usenet ewsgroups or listserve discussion lists.

There is likely to be a cost involved in the latter two, though links can often be secured by a link exchange.

Monday, May 25, 1998 #1603
our website attracts 1.1 million hits a day.our server is in u.s.a.In recent times a lot of our advertisers start asking demographic and psychographic profile of our reader.And also informations on impression,page view, ad view ,visitor, click-through ratio etc.please enlighten me if they data can be generated,if so who can do these things?.,our server or the I.T.professionals working with us.Also please send me the mode of collecting those informations.

The Media Guru Answers(Tuesday, May 26, 1998 ):
"Hits" literally means entries in a site's server log. A server log entry is made for every file requested by a visitor to a site, as well as for every error, such as incorrect page requests within the site.

One page request, that is, one occasion on which a visitor requests a specific page of a site, may generate 10 or more "hits," since each gif or jpg image file for buttons or navigational images is a file, as is each text page. No one really counts hits as traffic anymore, page requests are the gauge of impressions.

Reading your server log carefully can tell you all about page requests, ad views, clicks, etc. But with over a million hits daily that would quickly become tedious. AMIC uses software called "Hitlist" from MarketWave to produce this analysis. There are several companies that offer comparable services and products.

Saturday, May 23, 1998 #1602
I am looking for any guidelines / research about: 1- number of spots for radio (sustaining level, 50% heavy up, 100% heavy up 2 - if I have continues strategy what maximum gap of not being on air may I allow without harm to sales (one week, two, three?) 3 - in my country (Russia) we have practice in outdoor not to place competitors on two opposite sides of billboard, ahzt I think is not correct, as each face of billboard works for different directions and can not compete with each other. What is the practice regarding this in other countries. Thank you very much.

The Media Guru Answers(Tuesday, May 26, 1998 ):
1) The Guru doesn't judge radio effectiveness in terms of numbers of spots. If one schedule of 12 spots, for example, has an average rating of 0.5 (one-half of 1 percent of the target audience), which is common, it cannot be considered equal to another station's 12 spots with an average rating of 2.5 (also reasonable for top stations in the US). The first accumulates 6 GRPs and might reach 3% of the target, the second accumulates 30 GRPs and might reach 12-15% of the target.

So GRPs' or other audience measure are more realistic ways to determine levels. Having done this, if you determine that 100 GRPs, for example, is the correct sustaining level, then by simple arithmetic, 50% heavy-up is 150 GRPs and 100% heavy-up is 200 GRPs

2) Awareness begins to decline as soon as there is any advertising gap. Current thinking is that sales of a continuously purchased product are better supported by continuity at whatever level is affordable rather than an arbitrary minimum effective weekly level, separated by periods of inactivty. The U.S.'s Advertising Research Foundation has considerable literature on the topic and so might ESOMAR , the European Survey, Opinion and Market Research organization

3) The Guru agrees with you regarding opposite sides of a billboard. The competitive protection policies the Guru is familiar with in the U.S. only deal with advertising seen by the same audience, that is, traffic headed in the same direction. Usually there will be a certain range specified, such as "Within 500 feet" for metropolitan 8-sheet boards, which are about 5x12 feet and can be placed in dense concentration within cities.

Monday, May 11, 1998 #1586
does a hyphen in an url reduce traffic to a site, eg.suppose i have a site with a url,does it pay to make it

The Media Guru Answers(Monday, May 11, 1998 ):
The guru would imagine that there could be some loss of traffic, on the theory that the hyphen invites more typos.

On the other hand, if the domain name is based on a well known product name, company name, or phrase, it is most important to match the well known version. Your problem only arises then if it is a two word name, like Coca Cola, with a space, which is not permitted in urls.

Tuesday, April 07, 1998 #1561
What is your opinion regarding those Web sites that tend to focus on technology. Do these sites usually attract a larger pool of advertisers. I've noticed that Entertainnment sites tend to attract a larger audience, but what about those technology sites. Do you know of any statistics regading such matters?

The Media Guru Answers(Tuesday, April 07, 1998 ):
It depends on how you define "entertainment sites" and how you define "audience".

Relevant Knowledge for example, which uses "unique visitors" as it primary measure, publishes its top 25 sites measured.

6 of the top 12 sites are search engines. The biggest one which is not a search engine is Netscape which the Guru feels gets most traffic by virtue of the fact that most people don't know how to reset the "homepage" setting and so go to Netscape everytime they start their browser.

Others are also "default sites" such as and

Disney/ABC/ESPN is the top entertainment site and Pathfinder, CNN, Wired, MSNBC and Blue Mountain Arts (web greetings) are the other "entertainment sites" on the list.

Microsoft, CNet, and ZDNet are the technology sites listed and they beat all entertainment sites except for the Disney/ABC/ESPN combo.

Tuesday, March 17, 1998 #1533
I am starting an online business soon, and I am perplexed as to what methods to utilize with our limited budget of $5000 per month. I want to initially do my advertising exclusively on the net, and I have been looking into using an interactive ad agency. What kind of targeted traffic should I expect for my budget, and what methods will an agency use to create traffic, besides search engine listings and optimization?

The Media Guru Answers(Friday, March 20, 1998 ):
$5000 might buy just a month of banner display on a major, general audience website. at $10 per thousand impressions. Therefore, you would have 500,000 impressions and perhaps click-thru 5,000 - 10,000 traffic to your site. Of this traffic, you might get 25 - 100 sales, depending on what you're selling.

Other, more targeted sites might sell for less out of pocket, at a higher cpm (e.g $25-$100), but ultimately generate more sales ROI because their audience is more likley to be interested in your product.

Another technique that an agency might use is a revenue sharing model, wherein sites which send you customers earn a share of your revenue from visitors "referred" by their site.

Tuesday, March 10, 1998 #1523
What is the recommended duration to run an initial online campaign drawing traffic to a new web site. 2 months? 3 months? Will there be message wearout? Also should banners be changed weekly?

The Media Guru Answers(Tuesday, March 10, 1998 ):
  • Since your server log will tell you how traffic is building, plan to run the campaign until a desired traffic level is reached or until the growth curve flattens.
  • The research seems to indicate that there is a sharp fall-off in response after 3 exposures to a banner. So wearout will be fairly rapid, if you place your banners on sites with a lot of repeat visitors instead of high turnover, or on related sites that get the same visitors.

Tuesday, December 09, 1997 #1473
I'm preparing to develop a pricing strategy for a non-profit web site. We are looking to obtain both advertising and "development sponsorships" for the web site. Do you know of what other non-profits charge to advertise on their sites, and what other non-profits typically charge for sponsorships? Any advice would be greatly appreciated? Thank you

The Media Guru Answers(Tuesday, December 09, 1997 ):
In the Guru's experience, most non-profits don't carry advertising. But surely some do. You'll need to cruise the "org" sites and see who's got advertising and ask about pricing. The key determinants of ad pricing are usually traffic and selectivity of targeting.

Wednesday, November 19, 1997 #1460
I am trying to calculate the value of various components of a partnership (co-op) program. I am particularly interested in knowing how to go about calculating the value of in-store POP/signage. Could you please help me. Thanks.

The Media Guru Answers(Saturday, November 22, 1997 ):
There are two key issues:

How many exposures you get, and

The value of those exposures

It should be simple enought to determine how many people will see your POP; the vendor should have store traffic data.

The value is judgmental. Using as a base something standard like a TV :30 is a starting point.

For how many seconds will a POP sign engage the viewer?



That numbers of seconds' ratio to the :30 is a first step in calculating relative value.

Then, what is the selling power of a sign versus a full sound/motion TV commercial?




All these factors should tell you thata single POP exposure is worth "X"% of a TV :30 exposure. Combined with the exposure count, you have your valuation.

Friday, September 19, 1997 #1416
My company has a server that hosts two international newspapers. We would like to get some large companies to advertise on these newspaper's web sites, but have no idea how to go about getting in touch with the right people, or for that matter, who the correct people to contact are.

The Media Guru Answers(Friday, September 19, 1997 ):
A few of the companies which act as adsales representatives for websites are:


Softbank and


These all, especially the latter two, represent higher traffic sites, i.e. 1 million+ impressions per month. There are numerous other reps, which might be found through search engines like Yahoo

Thursday, February 27, 1997 #1031
1. Assume a multi-media presentation in a large metropolitan shopping mall drawing 20 million shoppers per year. How would you approach the valuation of advertising in such a forum for major brands? 2. If there were 20 Million visitors, what model would you use for calculating exposures to any particular piece of advertising - such as an illuminated interior billboard - or a ten minute show, which shoppers viewed with both entertainment and brand promotional content? 3. Finally, what would a major brand - such as a top athletic shoe or fashion concern - pay per year to have their brand creatively presented at the point of sale in a shopping mall with 20 million potential visitors, including children? Ballpark?Guru, I am a media novice. Please help. Thanks for your assistance.

The Media Guru Answers(Thursday, February 27, 1997 ):
Major Malls count not only total visitors, but foot trafficpatterns through the mall, and can usually give you traffic pastkey points.

The traffic past your display area, divided bythe time slice allotted to a piece of advertising will give areasonable audience estimate.

Out of home media may chargein the neighbourhood of $5 per thousand gross audience, whichgives you a $100,000 price.

Whether you can convince theadvertisers of the greater value of the multimedia element isquestionable. The Guru thinks you most difficult task isdemonstrating the entertainment value or stopping power of youradvertising, especially considering that the 20,000,000"visitors" to your mall may be just 1,000,000 averaging 20visits apiece.

Monday, February 10, 1997 #1052
How do I even begin the Internet planning/buying process ?

The Media Guru Answers(Tuesday, February 11, 1997 ):
1) you already know media planning/buying in general, and
2) you have already allocated a budget expressly to internet (Web) media,

Then your question would seem to be how to identify the appropriate web sites and how to evaluate and negotiate with them.Starting poins include;

Search engines which can be used to identify topically relevant sites.

Services such as FocaLink which compile descriptive material as well as audience info about sites into a database.

Specialist web media services such as i-traffic.

There are pure audience surveys such as PC-Meter, and there are traffic counters like Netcount.

Tuesday, October 15, 1996 #1125
Do you have any suggestions for increasing LOCAL traffic? How do I attract people from a specific geographiclocation? (i.e., the site I am currently promoting is anAuto Referral, Free Classifieds, etc. site, and my client,although he wants national traffic, he is very interestedin getting lots of traffic in the Los Angeles area so hecan personally take the referrals into the dealerships. Healso wants to promote certain areas more than others sincethat is where he has subscribing dealerships.) How do Igo about doing this? Please post any advice, or sitesthat would be helpful.

The Media Guru Answers(Friday, October 18, 1996 ):
On the one hand, you are flying in the face of the essenceof the web, it is inherently everywhere with national orother borders being irrelevant. However, you can stilldesire to use the web to market in a limited area.

One simple option is to advertise the site in traditionallocal media, newspapers and local broadcast, etc plus localBBS systems.

Secondly, there are so-called city sites, aimed at promoting local business and entertainment, and if there isone such in your area, it would be ideal for an adplacement.

Yahoo has also established some city specific search engines. Yahoo is also a good placeto search for other city centric sites with which toexchange links.

There may also be newsgroups or mail lists devot4ed to yourgeographic area or sales arena which would be useful

Liszt is an excellentsearch facility for topical e-mail discussion lists.

Thursday, September 26, 1996 #1138
How do you measure usage on the internet? Is thereany accurate way of doing this? If so, who is the companywho does this?

The Media Guru Answers(Thursday, September 26, 1996 ):
Assuming you mean website visits, there are several ways. Webs sites genearlly have logs which track this. There are sites, like Webcounter. There are services which "audit" site traffic like Neilsen I/PRO I/AUDIT, and others.

You'll often see the logos of these services on the sites they audit

Tuesday, July 30, 1996 #1174
What is a good source(s) for evaluating the impact of advertising on the Web for a multi-media plan? Also, in your opinion, what is the value-added the Internet or Web in particular has to offer an advertiser than other media does not?

The Media Guru Answers(Wednesday, July 31, 1996 ):
Sources for evaluating impact will probably be scarce for a while...when will there be an advertiser big enough to have a prototypical "cool" web site who is willing to test the web's ability to sell without other traditional advertising support?

Some of the B to B media sites might be close. There seem to be a few logical analytical steps that someone considering WWW advertising could go through if they're not prepared to spend on actual research.

Consideration 1:
Does the target participate in the web to an extent that could even conceivably affect sales if the site was a raging success in drawing traffic?

IE the Ragu site is frequently mentioned as one of the coolest, but what fraction of Ragu's probable target audience (Working LOH 25-54, maybe?) is a regular web user -- not merely having "access."

Consideration 2:
Is there some logical connection of the web to the advertised product/service that could add value, eg computer or entertainment industry or some other where the web could provide an interactive demo or sample.

Consideration 3:
Is building a database of visitors of particular value?

Consideration 4:
Is there any clear marketing goal that the web can achieve better than traditional marketing communications.

Just so this doesn't come across as the Guru downplaying the web, recognize that it is of value to certain advertisers to be perceived as cool, leading edge, etc and the web is today's ultimate credential in that arena.Yahoo or AltaVista can find you others.

Tuesday, July 23, 1996 #1176
My telecommunications client is planning a multimedia (TV, newspaper, radio) launch in Chicago this fall, hoping the phone will ring off the hook. Is there a way to predict response levels per medium (or in total?) for the client to effectively staff its phone lines? I have total population, target population, reach & frequency levels (for TV - a 6 week flight; for radio a different 6 week flight; print used in both flights). The kicker is: this is not a direct - response spot (of course, an 800# will be included, but generally, it's an image builder). I also know that it will depend greatly on many things creatively (length of time the 800# is on the screen, is it a pnemonic number, is there an offer, etc). I'm thinking if there is an easy answer to this, I wouldn't have a job.

The Media Guru Answers(Wednesday, July 24, 1996 ):
The safe answer is to contract an "inbound telemarketing"service which is large enough to expand or contract around your actual traffic. Depending on the offer and strength of copy, calls could equal .01% to 5.0% or more of persons reached. Using a service the first time out, especially if you're not specifically setting up a DR business, will give you benchmarks for the future.

Monday, June 10, 1996 #1203
The company I work for has a wed site that we would like to have other companies advertise on. In essence, we have web advertising space for sale. I am trying to track down companies that will consult with us on how to best go about doing this. As part of the consulting, we are hoping to have a company that will direct advertisers to our site. I am having trouble coming up with a list of such companies. Any help you can provide will be appreciated. I have found two companies, Media Market (by and Webtrack, but so far, that is all.

The Media Guru Answers(Monday, June 10, 1996 ):
Companies that sell web advertising space include WebRepand Katzalso,i-trafficmaintains a listing of web sites accepting advertising, and SRDSprints an Interactive Advertising Resource volume.

Saturday, May 25, 1996 #1210
Hello: "I had a dream..."...Do you know any listing of advertising/sponorship-rates for web marketing as wellas counted visits or PageViews???

The Media Guru Answers(Sunday, May 26, 1996 ):
The Guru has frequently mentioned i-traffic for this sort of information. WebTrack also lists ad sites.

Tuesday, April 23, 1996 #1240
Do you know of any list/directory of sites that accept advertising ?Thanks,Ron

The Media Guru Answers(Tuesday, April 23, 1996 ):
Two are on-line at i-traffic and Webtrack.

Off-line, SRDS (Standard Rate and Data Service) has a new guide called (approximately) Interactive Media Resource.

Wednesday, April 17, 1996 #1242
When did companies start advertising on the internet.

The Media Guru Answers(Thursday, April 18, 1996 ):
According to Guru-in-Training ArielleWeinstein of i-traffic, a Web MediaPlanning firm:

If you are using the term "Internet Advertising"according to today's definition: a logo, or banner on a website that will link the visitor to another website if he clicks on it, then here's your answer:

"The first banners appeared in August of 1994 on Hotwired'swebsite, after the site solicited several agencies to have their clients become charter advertisers. MCI and Saturn were among the first to put up banners on the world wide web."

If you mean the whole, 30 year old Internet, the answer maynot be traceable at this date, but if the Guru learns more,it will be posted.

Friday, April 12, 1996 #1243
Actually, two questions: 1) Have you considered highlighting or otherwise differentiating your Guru Questions from your Answers? Doing so may make browsing more efficient. 2) Could you briefly review the various techniques and services available to assist site operators and direct marketers in understanding who is accessing their data, or would have interest in doing so? Thanks, and apologies if this last question repeats portions of previous ones.

The Media Guru Answers(Wednesday, April 17, 1996 ):
We are always looking for ways to improve our service. We willbe looking into ways to make the Guru information more useful. Werecently expanded the archive to include past questions by topic.

The issue of understanding who the users at a site are is a difficult one and various reports and discussions on monitoring isa hot topic. A few of the places that you can begin to get informationon internet use and measurement include:
O'Reilly Associates
and i-traffic.

Wednesday, March 27, 1996 #1253
what is the going rate for advertising on web sites?

The Media Guru Answers(Friday, March 29, 1996 ):
The various trade publications often discuss this data.Ad Age is one, and most libraries have it on file if the web site doesn't. CMP, Meckler and other computer publishers may such articles filed on their sites.

Finally, i-traffic, a Web media planning / buying service, maintains a listing on their site.

Sunday, March 17, 1996 #1261
I am involved with a company that is attempting to establish a series of what we call "Megascreens" throughout New Zealand. The Megascreen is a large (9-10 feet diagonal) videowall type screen made up of flat screen cubes. The quality of the picture is excellent, much better than the equivalent stack of TV monitors. We can use TV signal, Super VHS video tape or computer graphic generated ads. One of the problems we are coming up against is that potential advertisers are asking for data on the effectiveness of the Megascreen in terms of CPM's and the like. We have found this sort of data extremely difficult to get hold of for what is a relatively new media option. Do you have any suggestions on if any of this data is available ex the US, or what sort of calculation we should be offering prospective advertisers?

The Media Guru Answers(Monday, March 18, 1996 ):
The key to your question is getting an audience (traffic) count for your Megascreens. This is more a factor of the specific location in which it is placed than the nature of the medium itself. You need to measure the number of people paasing the sites where your screens are. Then cpm is simply the cost divided by the traffic count.

Wednesday, March 06, 1996 #1268
I am developing plans for an online publication and am need of some advice regarding advertising sales. I'm looking for a resource that can review my plans for editorial content and data I've collected on my potential competition and offer projections on traffic and advertising revenue. I'm also looking for a heads up on where to find the rate cards of selected online publishers.

The Media Guru Answers(Wednesday, March 06, 1996 ):
One firm that could answer both your needs is i-traffic an on-line media planning service which also maintains a site providing traffic and rate data for major web advertising sites.

Friday, February 09, 1996 #1766
I plan on launching an ol-line magazine and in doing research have discovered the provider I have an account with for access currently has told me they "don't do web sites for customers who will in turn rent out that space to someone else". I, of course, want to rent out ad space on my on-line mag. Is this a common practice? Or am I dealing with some small timers? I plan on getting clarification, but thought I'd ask the master.

The Media Guru Answers(Friday, February 09, 1996 ):
The guru believes you are dealing with very shot sighted small timers. It is not unusual for providers to have a different rate structure for "commercial" (ad bearing) sites versus personal web pages. Personal home pages may be part of a $15 per month interrnet access package while the same provider charges $50 - $5000 per month for commercial sites, depending on storage, traffic, cgi programming, domain registration, etc. There may be some which prohibit reselling ad space; the web is too new to have absolute standards, as yet.

Many providers aggressively pursue such business. It should be easy to find a local one interested in your business. If you are in the NY area, try

Monday, February 05, 1996 #1767
What are the rates and subscriber profiles of the most popular web sites? What are the customer profiles of AOL, Prodigy and Compuserve?

The Media Guru Answers(Tuesday, February 06, 1996 ):
The "most popular websites" don't have subscribers, they have visitors who come and go without establishing relationships. Netscape, which may have the largest access count, if only because their browser defaults to Netscape's home page as it's start-up URL, and most users haven't learned how or bothered to change it. (At an estimated 3 million weekly accesses it's been said to charge $15,000 monthly for ads.)

Many major sites don't have "guest" registration procedures that capture even minimal demographics of visitors.

Rates of web sites have not been thoroughly compiled. trafficResource is an ambitious effort to compile rates and traffic for the top sites, but is apparently not generally accessible at this date.

Standard Rate and Data Service has an Interactive Advertising Resource, but it would be difficult for a printed guide to keep up with the web.

AdAge has a compilation of its Interactive Media articles available on-line. These have frequently discussed rates and traffic.

For profiles of AOL, Prodigy and CompuServe customers, MRI has included the "Big Three" on-line services as brands in its latest study of media and product usage.

Thursday, January 25, 1996 #1776
I am currently designing a study to measure audiences of electronic publications on-line and on the Internet. Two questions: 1. What work is being done on this at present, and 2. Which organization would be able to give me the best "standardization" advice?

The Media Guru Answers(Friday, February 02, 1996 ):
Nielsen, Web Track and NetCount are among the companies measuring web audiences. trafficResource maintains a site listing top sites measured and is moving toward some standards of evaluation of advertising opportunities.

Saturday, October 21, 1995 #1832
Can you please provide an explanation of ISCII codes and how they are determined?

The Media Guru Answers(Saturday, October 21, 1995 ):
The media guru is not sure what you mean by ISCII codes. The guru is familiar with ISCI codes and ASCII codes, but not ISCII codes. ISCI is a broadcast commercial numbering system. Each advertiser has a company code/brand code/individual commercial number that's used to identify each commercial for trafficking purposes. ASCII is the American Standard Code for Information Interchange and is the standard 7 bit codes used to represent characters in many computer systems. Most PC's use ASCII codes. Other common codes are EBCDIC (Extended Binary Coded Decimal Interchange - used on IBM mainframes), BCD (Binary Coded Decimal), Column Binary (used on old IBM punch cards) and still the standard representation for most respondent based syndicated data (i.e. MRI, SMRB, MMS, etc.)