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To: phbolton who wrote (10745)	5/6/1998 10:43:00 AM
From: Bill Harmond	Read Replies (1) \| Respond to of 27307

>>IMHO this [unique viewers] is a worthless measure Philip, in advertising, "reach" is the most important measure there is. While CPM (cost-per-thousand impressions) is the basic measure of media efficiency, it makes a big difference whether those impressions are being spread over a large universe or whether the impressions are hitting the same fewer people over and over again. Too much "frequency" is a waste of money. That's why media with the greatest reach command the highest CPM's. For example, prime time television is much more expensive per impression than daytime because reach is greater. The Academy Awards costs more per impression than regular prime time programming because its reach is greater still. And the "mother" of reach, the Super Bowl, costs more per impression than anything else. Impressions = reach x frequency. One key is to find the level of frequency that finally gets a consumer to react. But above all, the more [different people] you tell, the more you sell.

To: phbolton who wrote (10745)	5/6/1998 10:24:00 PM
From: Marc Newman	Respond to of 27307

Philip, thanks for the response. I found this today: After the Netscape deal, Excite is clearly the top-ranked contender to Yahoo. The company is not only the name millions of eyeballs will now see when users enter the Internet through Netscape Navigator, but it also runs the AOL NetFind search engine at AOL.com. "With all of our partnerships, we have more Web traffic than Yahoo," says Klaben. It's from TSC: thestreet.com