VNU Business Publications’ website has become the second Internet site to be audited by BPA International, the company which is currently measuring hits to the Economist’s d.Comm site.
VNU’s site, called Mag.net, is host to VNU’s published titles and auditing is expected to start in October and last for two months. The process will produce information not only on how many people look at the site but also what adverts they access, the time of day the site is looked at and where users go after accessing VNU’s pages.
John Barnes, head of new media at VNU, told MediaTel that the audit will provide information which will be crucial for advertisers. He said that merely measuring the number of ‘hits’ a page receives is not really that useful: though accesses from both unregistered and registered users will be measured, what is really important is that the registered users’ habits are tracked because these are the people who are more interested in the site and are more likely to come from the business community. Mr Barnes went on to point out that auditing is crucially important for the Internet if the medium is to be taken seriously by advertisers. VNU is currently in the process of organising a conference which will focus on the issues surrounding the Internet and advertisers. This is scheduled to take place in October.
The Audit Bureau of Circulations is also developing an Internet auditing process and is likely to be a strong rival to BPA’s services.
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