Web ratings lists make or break some ad deals

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Guy Hoffman, president and CEO of newsgroup site Deja News, was having a tough time closing a Web advertising deal with an interactive media buyer. Finally, the buyer threw a measurement report from RelevantKnowledge on his desk, jabbed his finger at Deja News' ranking of No. 170, and said, ``Explain this.''

Mr. Hoffman went into his pitch about how Deja News' Web site traffic is undercounted because most of its users log on from work, and measurement companies don't have representative business panels. He got out his own log files, showing the site's traffic at 4.2 million unique visitors in February, compared with RelevantKnowledge's figures of 820,000 unique visitors. In the end, he won some business, but not all he wanted.

For more on this story, see INTERACTIVE

Copyright April 1998, Crain Communications Inc.

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