Online media measurement: after the deluge

The growth of the Internet and the World Wide Web has been chronicled at these symposia since the Berlin meeting in 1995 – by me and by others. In particular, the last symposium in Florence two years ago included several papers on the parallels between online audience measurement and the measurement of other media audiences, on the relationship between print and online, and on the uses of online methods for the conduct of media research. For my part, I presented a detailed critique and comparison of the three emerging approaches to online media measurement: the site-centric, ad-centric and user-centric methods. The present paper will review developments in this field over the past two years. I suspect that much of the ground that I covered in Florence was new to this audience then, but more familiar now. Nevertheless, I shall recapitulate some of the key themes from the 1999 paper as I go.

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