Micro Persuasion: Blog Measurement Needs Standards
Micro Persuasion: Blog Measurement Needs Standards: "New data from Gallup notes that one in five Americans say they consult blogs “frequently” or at least “occasionally.” Earlier Gallup figures found that 21 percent of 18-29 year olds read blogs, while Pew pegged the blog consumption audience at 58 percent last year. "
posted by hypnology at 9:29 AM
1 Comments:
Lies, damned lies and statistics. (Disraeli) ...
I'm not sure these figures conflict that significantly. Pew are probably just measuring the % of the online population who read blogs. Which would give you about 30-35% of the total population.
You'd be able to close this gap further if you knew how the measurements were taken: what questions they asked, of what sample, at what point in time and referencing reading over what period.
The deeper issue is that a credible measurement system will only arrive when someone is prepared to pay for it. Or more likely, lots of people are prepared to agree a standard and foot the bill. In general, these kinds of media currencies exist in order to serve the needs to the advertising industry - so they know how many people they are reaching with a given slot, and what it's worth. And while media costs are very low, then the measurement cost is disporportionately high.
Until we know what we really want to do with the measurements (and work out if that's worth paying for), then I'm not sure anything like a common currency will arrive.
3:35 PM
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