Â Joe Mandese is editor-in-chief of MediaPost, a New York-based trade news outfit that covers the online content industry. The big argument in that field is how to measure the hits, unique visitors, click-through rates, time-spentÂ per site — areÂ you getting the idea thatÂ the dispute involves advertisers andÂ publishersÂ who areÂ changing the formulas forÂ who gets what share of the billions of dollars that areÂ moving between media types.
Naturally thisÂ hasÂ rousedÂ media’s movers and shakersÂ (akaÂ “Madison Avenue“)Â whose ox couldÂ get gored depending upon who counts what which way.Â In a humble yet humorous e-mail, Mandese explained howÂ Madison Avenue, as theÂ ad industry isÂ often called,Â has grown annoyedÂ with MediaPostÂ articles that fail to grasp the enormity and complexity of the issues involved in audience measurement.Â (The e-mail was titled “Confessions of a Research Industry Journalist” and I’ll link to it if/when I can).
In that e-mail MandeseÂ noted thatÂ his most articulate (or was thatÂ frequent?) critics includedÂ “Tony Jarvis, the global head of research for Clear Channel Outdoor; and Gabe Samuels, the former research chief at the Advertising Research Foundation.” Mandese wrote:
“. . .Â nary a research report goes by that I don’t receive some irate missive from Tony or Gabe about the shoddy nature of the industry press coverage – usually MediaPost’s . . .
Mandese also noted that:
“. . . online audience measurement, which theoretically should not be the subject of questionable practices, has become so. The Interactive Advertising Bureau has organized an industry task force to address that issue. The Advertising Research Foundation has formed one to take on the whole subject of online research methods. (engagement?)”
To find out more about Mandese, check out this brief video interview conducted by Max Kalehoff, who works for Nielsen BuzzMetrics by day and blogsÂ at AttentionMax. The image above is taken from that video, which deals with the subject of engagement, which Mandese defines as teasing action out of a consumer as opposed to bombarding them with messages.