I think the stats do show a fair bit of discrepancy between actual and reported, but generally the rankings appear to be quite on par with expectations.

From the sample perspective, I think it’s important not to dump marketing and media in the same bandwagon. Any marketer knows that the type of marketing most titles cover, is actually only what goes on in the marcomm arena – advertising, comms, PR, TVC-land etc. That’s a small subset of what marketing is actually about. There’s also a big difference in covering media in a journalism sense and then in an agency sense. The reason why I’m being captain obvious? Because any good media relations or PR practitioner seeking publicity knows that. It’s not about the numbers, but rather the fit for the publication and the medium. They also know that exclusives are tricky, and risk putting other outlets offside for the slight chance something ‘might’ run in a certain publication. ‘All or nothing’ is tricky, and sure clients know they can’t get all, but they certainly don’t want nothing in return for their activities, so it can actually be wise to play it safe and keep everyone happy.

On the case of advertisers, in the B2B arena, it’s not always about eyeballs – if you don’t have any conversion on advertising, what’s the point? Targeting plays an important part. If I were booking media, I would look at the audience profile and see if they were the actual decision makers or purchasers of my product or service. For instance you could have a title that has 50% of its audience working outside of Australia, so that wouldn’t be entirely promising for a product that’s only available in Australia. If you’re doing a mass consumer campaign though, numbers are great.

Overall, I think the Google tool is useful as far as tools go, all of the publications mentioned above have their place and position, and our small Australian market is currently being serviced well by the variety.

And finally, just a small insight from a removed-reader perspective – I know this is your ‘opinion’ section, but wouldn’t this info lend itself better to being in your media kit or advertiser section? It’s nice to keep business from pleasure sometimes.

I suspect the reason many clients don’t want to “move forward” is that because what they are doing is genuinely “tried” and genuinely “true”. Remember, change for change’s sake is not always the best course of action … just like doing the same thing as last time and expecting a different result is the definition of marketing madness.

Just saying that there are a lot of folks out there that want to stick with what they consider to be tried and true despite the best efforts of those of us that would like to move them forward.

Yeah, I can’t see how people like Tim Berners-Lee, Vint Cerf, Eric Schmidt, Jeff Bezos, Craig Newmark, Steve Jobs, Steve Case, Jim Clark (you might have heard of him from when he married Kristy Hinze) could POSSIBLY understand on-line. Maybe they need to go get one of those “marketing degree thingies”.

To paraphrase Vint Cerf as he once famously said at a US conference … don’t tell my generation we don’t understand the Internet – we invented the damn thing. (I think he also threw in the PC and putting man on the moon, but that’s Vint for you).

Cheers,

Tim – Mumbrella

I’m afraid that sending them doesn’t guarantee their publication. I’d be happy to give you some feedback on why they didn’t make it if that’s helpful.

Cheers,

Tim – Mumbrella

* B&T is generally email => download single PDF (though you can click on individual stores) and with no ‘return path’.
* AdNews is generally email => click on several stories for multiple PVs, again with no ‘return path’.
* Mumbrella is generally email => click on lots of stories (i.e. lots of PVs), with an easy ‘return path’ which then generates “repeat business” and I suspect lots of referall (emailing the URL to someone else who may be interested and also want to comment). The “notify me” option should be generating frequency amongst ‘commentors’, but if these ‘commentors’ are deleting cookies then they could be appearing as a new ‘unique’ … which is the problem with using cookies for audience measurement.

Tim, the only thing you’re not including in the value comparison between Mumbrella & the others is that they also have print distribution?

John, good analysis, and my FEELING of the differences, is that B&T/Adnews get a different readership, more traditional, less ‘active’, and Mumbrella’s readers are more progressive and passionate about the industry.

I’ve been bringing Mumbrella up in presentations to clients (marketing managers) over the last couple of months and I ask the audience who reads or knows of Mumbrella, generally 1 in 20 people do.

https://www.google.com/adplanner/#siteDetails?identifier=bannerblog.com.au&geo=001&trait_type=1&lp=false

https://www.google.com/adplanner/site_profile#siteDetails?identifier=bannerblog.com.au&geo=001&trait_type=1&lp=false

Traffic is between 65-75k a month (around 50k uniques) but with 6 pages not 2.4. Also a time on site of 4:13 not 10 min!

Alexa is way more out of whack to the real stats.

I’d be interested if you can share you real stats a little more Tim. As 190,000 visitors is amazing. Kyle was really a gold mine

One stat you can grab easily is feed subscriptions on Google Reader (it’s not the best stat as no everyone uses it but still a good yard stick)

I notice Tim you have just 461 subscribers via Google Reader and post an average of 51 posts a week!