To: Maurice Winn who wrote (30616 ) 5/22/1999 11:58:00 PM From: Jon Koplik Respond to of 152472
O.T. - it looks like the era of endlessly increasing numbers of "AOL morons *" and "Yahoo morons * " may be ending. * People who cannot just bookmark things like "Chicago Merc. 10 minute Flash Quotes" or "Welcome to QUALCOMM," but, instead "feel more comfortable" going through AOL or Yahoo. See following WSJ article -- May 20, 1999 Experts Ponder Lesson of Dip In Traffic to Major Web Sites By LISA M. BOWMAN ZD Network News A study found that traffic to the Internet's major sites fell during April, raising a number of interesting questions for Web experts to ponder: Is the Web beginning to display a seasonal effect familiar to trackers of TV traffic? Is the decline just a blip, or are portals losing audience to more narrowly focused share as Web users become more sophisticated? According to a study of the top Media/Web properties at home and at work by Net-research firm Media Metrix Inc., the total number of unique visitors to the top 25 Web properties fell 0.4% to 64.97 million in April, down from 65.25 million in March. Web traffic to those sites had grown steadily in recent months. That marks the first time that Media Metrix has reported a month-to-month dip in the total number of users tapping into the Internet's top-rated sites. What's more, all but one of the top five sites lost traffic, the report said. Lycos Inc. was the biggest loser, falling 9% to 28.9 million unique visitors, but America Online Inc., Yahoo! Inc. and the Walt Disney Co.'s Go Network also lost visitors. The only top-five property to gain traffic, in fact, was Microsoft Corp.'s MSN. Analysts attributed the flight from the major sites to a more sophisticated audience and to the beginning of daylight savings time. Television experiences a similar drop in viewership starting in the spring as people in colder climates emerge from their houses and begin to spend more time outdoors. Analysts think the same trend is now showing up on the Web. In addition, analysts theorize, the Web audience has become more educated about the Internet. The hypothesis is that people don't automatically go to portal sites such as Yahoo or AOL to find information, as they once did. Instead they go directly to specific sites that meet their needs, such as those aimed at sports, travel, or women. "This doesn't mean people are abandoning the Web," said Allen Weiner, vice president of analysis at NetRatings Inc., which studies Web traffic. "We're beginning to see a more focused vision." In fact, several of the more focused sites gained traffic from March to April, Media Metrix found: iVillage Inc., Women.com Networks, Sabre Group Holdings Inc.'s Travelocity and Preview Travel Inc. saw big jumps during that time. Mr. Weiner said the trend toward more-focused sites would continue into the future, adding that such sites could prove more appealing to advertisers because they target a specific demographic. "We're going to see a whole new tier of portals," he said. But with the dip in traffic so small, some Web publishers are likely to blame the dip on statistical vagaries in measuring audiences on the Internet. Methods that track usage by sample groups and use the data to project more broad audience totals have come under renewed scrutiny in the past month. A preliminary study released earlier this month by the Future of Advertising Stakeholders industry group found that sample measurements, such as those Media Metrix compiled, undercount traffic by as much as one-third when compared with traffic logged at the servers operated by large publishers. Audience-measurement companies are now working with publishers to identify issues that may reconcile the differences between server-log data and sample-based audience estimates. -- Steven Vonder Haar of Inter@ctive Week contributed to this article. Copyright © 1999 Dow Jones & Company, Inc. All Rights Reserved.