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Reach and Frequency Prove Friend and Foe to Online Media

iMedia: Reach & Frequency - Back in the Spotlight

Jim Meskauskas wrote a long review of the state of reach and frequency as useful web metrics. While some point to the measurements as badges of online ignorance, showing an attempt to throw a TV metric over the Internet, ignoring the media's better measures, others believe it is the greatest common denominator between the media, and that its use will open up budgets that would otherwise be closed off to the Internet.

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