wrote<\/a> in Slate this February.<\/p>\n\nAnother way of measuring is through telephone surveys that track usage by asking people to report their own online behavior. Critics argue these can be skewed because it relies on people\u2019s memories (and honesty) as well as their patience for answering questions. And the sample for web-based surveys may be heavily biased toward those who are already using that site.<\/p>\n\n
For those familiar with other media, all this may sound familiar. People have raised questions for years about the methods use to measure TV ratings, newspaper circulation and radio listnership. Measurement systems for all media are \u201cflawed,\u201d Gordon, for one, contends.<\/p>\n\n
But one thing is that distinguishes online is that no one company, or system, has emerged yet as a defacto industry standard.<\/p>\n\n
Does Size Matter? <\/em><\/p>\n\nAnother question is how important raw online usage numbers are at all. Some analysts doubt that the size of a site\u2019s audience should be considered the most significant factor for advertisers to consider. They argue that an environment where advertising can be more targeted, demographics are more valuable. In other words, the issue may not be quantity but quantity and<\/em> quality.<\/p>\n\nThere is also the matter of engagement. While millions of unique visitors may visit a site each month, the length of time they spend may be important. The Poynter Institute\u2019s Rick Edmonds questions how valuable it is for advertisers if the average time spent on a site is just 30 minutes per month (or less), as it is as some major newspaper sites.<\/p>\n\n
The Best of Times<\/em><\/p>\n\nFor now, there may be one other reason, besides methodological questions, why there hasn’t been any more clamor to standardize online traffic measurements. Advertisers are happy. Data from the Interactive Advertising Bureau showed that online ad spending in the first quarter of 2006 increased 38% over the same period last year–and last year was up by about a third from the year before that.<\/p>\n\n
According to Greg Harmon, Vice President of Belden Interactive at Belden Associates, a market research company based in Dallas, as long as online advertisers continue to receive what they deem as relatively inexpensive ad rates they\u2019ll be satisfied with their investments.<\/p>\n\n
So whose numbers will prevail in the online world? Eventually, one system may be settled on. For the moment, there seems no rush to do so.<\/p>\n\n
\n<\/p>\n\n
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