The U.K. market is going through the same turmoil regarding terminology that has plagued the U.S. Internet measurement industry.
John Barnes, publisher of new media at VNU, is critical of relying on "hits" to measure Web traffic. "Hits, by their very nature, are dishonest and if publishers are using hits as the only measure of their site then they are short-changing their users and advertisers. Hits mean nothing because they measure both requested and non-requested information on a Web site and that can include a dozen graphics that appear on the opening page. Page impressions, where specific information and pages are requested, give the true picture."
Sarah du Heaume, managing director of Just Media, which has placed advertising space on VNU's mag.net, welcomes the move. "It is high time for Internet sites which create income from advertising to make themselves accountable as other media are."
Copyright April 1997, Crain Communications Inc.