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Agrimarketing : October 2008
I use www.quantcast.com to com- pare www.AgWeb.com traffic to some of our competitors. Quantcast.com is similar to several of the other traffic comparison sites such as www. compete.com and www.alexa.com. The feature that stands out is the way quantcast.com ranks the visitors to a site. They categorize the visitors as: • Passers-By, one visit per month. • Regulars are people that visit between two and 30 times a month. • Addicts — people that visit more than 30 times a month. Table 1 contains a comparison of Agweb.com and two of our competi- tors. This table quickly shows that while our competitors have created a lot of traffic the largest percentage of the visitors only come to the site once a month. While this is good traffic and generates page views to the site, it is not necessarily good for advertisers. This means that there is a good chance that the advertising won’t reach its intended audience. On the other hand when a large number of people keep coming back multiple times, like at Agweb, it is more likely that the advertisement will find the audience it was trying to reach. This is why it is wise to create highly focused niche communities that are passionate about the content. The audience will want to come back many times a month because they care and want to invest their scarce resource of time. EACH VISIT MORE VALUABLE Over time as we create more and more finely focused niche communi- ties the number of visitors to each site will start to get smaller and smaller. This won’t be a problem because each visitor will be more valuable to the advertiser. As people come back multiple times per month you can say with more certainty to your advertiser(s) that these are the people they are trying to reach. SEM will be important in that it will enable our user to find these new sites but the key will be to make sure we give them reasons to keep coming back. The problem with SEM is … it creates more visi- tors but doesn’t deliver the high quality audience the advertiser is looking to reach out and touch because of the high number of drive-by consumers. AM Hyler Cooper has spent the last ten years working in the digital/online sector for both media and non- media companies. He has 20 years of experience in both newspaper and television newsroom operations. hcooper@ farmjournal.com. NOW AVAILABLE! “The Truth About Organic Foods” 240-page book by the Hudson Institute’s Alex Avery Chapters include: • Is Organic Food Safer? Think Again • Hormone Hype and Antiobiotic Argst • A Few Bushels Shy • The Benefits of Biotechnology • Many More! To order, go to www.AgriMarketing.com for bulk orders, e-mail: JudyK@AgriMarketing.com October 2008 ¦ AgriMarketing 51
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