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Task Force Established To Develop Newspaper Readership Measurement Standard For Print And Web that Answers Advertisers’ Increasing Demand To Track They Get What They Think They Are Paying For
Philip M. Stone February 23, 2007
Here’s one of the biggest problems a newspaper faces today, as explained by a Houston car dealer, when trying to convince an advertiser to stay with print rather than switch to the Internet: “We can pretty much measure an online cost per head. But if you put an ad in the Sunday paper it will probably cost more than $2,000 and you have no idea who comes through the door because of it. We’ve wasted a lot of money that way.”
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