Brand Ad Salesmen Must Sell More ROI, Not Impressions

 

What a week: Laura and I closed on our new home and hired a nanny for our newborn Julian. Next week we’ll move in. Now, here’s my latest column focusing on the need for media ad-sales departments to gravitate to a model of selling ROI, versus impressions.… Read the rest

Page Views Weaken As Metric, But Won’t Die in 2007

 

Here’s my next MediaPost column, a contribution to the growing debate over the Web page-view metric. My biggest problem with page views is that publishers are addicted to them, while they hamper creating better products for the audience (otherwise known as the customer). … Read the rest

Mediashift: Nielsen BuzzMetrics and Measuring Consumer-Generated Media

Mark Glaser at Mediashift has a nice Q&A with Jonathan Carson, CEO of Nielsen BuzzMetrics, where I work. It’s a good state of the space not only about consumer-generated media measurement, but of larger consumer-driven forces disrupting the media, marketing and intelligence-gathering landscape.… Read the rest