Time Inc.’s Kimberly Miller on Web 2.0 for Publishers
TM: What methods are Real Simple and In Style using to measure Web 2.0 success?
KM: For right now, we look at return visits to the sites. Once we get a unique visitor to the site, we analyze how frequently they are returning in a given week or month. Another metric we use is how many minutes they spend on our site for each visit, and when they are on the site, we track how many pages they consume. If they come to the site and look at two pages before they leave, I am not happy with that. I want to make sure they are looking at what we have, then customizing it.
Another main measure is which sources are providing that unique visitor. You really want to get qualified, unique visitors to your site where you can run advertising so [you want to make sure] the right people from your target demo are coming to your site.
TM: What tips do you have for engaging vs. monetizing? Is it possible to combine the two?
KM: When focusing on how to generate more page views, if you have people on your site and you are getting them to look at more pages, that combines both monetizing and engaging. In terms of engagement or time spent on the site, not pages consumed, be careful what you consider true engagement. If a consumer is reading someone’s blog posts, they can scroll down and read the long list of posts. While it does not count as an additional page view (because they have clicked three times, and it is still one page view,) they have spent five to six minutes reading all those blog posts, so it is valuable.
In the future, the industry is going to move to selling not only page views, but also page views coupled with time spent on the site. As a marketer, you want to know the number of page views and also the engagement, or time spent on each page. As the industry moves to that, we will be able to monetize time spent on each page with advertisers as well.