Why Google Won’t Work in Other Media

Recently we talked about the dire possible implications for offline ad vehicles if advertisers begin to demand the accountability from other media that they can get online. Google’s success, and its...

Posted by jkeenan on 04/30

What if… Every Medium Was Measurable

A Business Week story (WARNING: registration required) from January contained a discussion of a service called MediaCheck that purports to apply a systematic ‘ratings’ approach to TV...

Posted by jkeenan on 04/25

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Addition by Subtraction… Again

Several times in past comments we have shown examples of how the types of disciplined approaches to measurement and analytics that we’re used to applying to direct marketing issues can be...

Posted by jkeenan on 04/20

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Online Publishers’ Folly

Back when I was running an advertising-supported web site (in the pre-bubble days of 1998-99), we were approached by a senior sales rep from one of the leading online networks, who wanted to help us...

Posted by jkeenan on 04/17

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Ad Spending: Appropriate Allocation?

I was intrigued by a recent article in DMNews reporting on the keynote speech at the Chicago Assn of Direct Marketing’s annual conference, presented by Matt Moog, CEO of Q Interactive (formerly...

Posted by jkeenan on 04/03

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