Back in the heyday of the Internet, everything was about eyeballs, hits, and impressions. The goal was to deliver as many eyeballs as possible to advertisers, as quickly as possible -- often without regard for the quality of the reader (or the advertiser) experience.
"Over a rolling, two month period, we have 1,072,115 unique visitors to the ZATZ network."
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Thankfully, times have changed and traditional business practice is back in favor.
Our goal here at ZATZ is not to deliver you the most eyeballs, but to deliver you prospective customers who can understand, care about, recommend, and buy your products and services.
Refreshing, isn't it? Real marketing is back.
Although, to be fair, here at ZATZ we've always recommended our advertisers measure their success based on return on investment. For us, real marketing's never been gone.
Because our Weekly Updates are so much more trackable from an advertising standpoint than online Web pages, and because we've seen a substantially more measurable response, we've tended to recommend advertisers look first to the Weekly Updates and then to the online magazines for their advertiser strategy.
In fact, because tracking is so amorphous on Web sites, what with proxy servers, caching Web servers, and so forth, we don't even track individual online magazine impressions (these are also called "page views").
Click-through patterns in our online magazines
What we do track are click-throughs for online ads. Here are a few rules of thumb:
- A text ad running for a month in an online magazine ad will peform at roughly the same level as a text ad (with a graphic) running in one Weekly Update mailing.
- Online magazine banners (because so many people have banner blindness), are clicked once for every five people who click through an online magazine text ad.
Show me the numbers
Now that the disclaimers are out of the way, here are the details of ZATZ online magazine readership:
- Over a rolling, two month period, we have 1,072,115 unique visitors to the ZATZ network.
- On any given day, we're likely to have 17,868 vistors.
- The typical reader reads 8 pages per visit and spends 22 minutes on the ZATZ network per visit.
- Finally, over a rolling, two month period, we feed 16,928,749 pages (impressions) to readers.
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