by Dr Greg Chapman
In the modern media world, advertising is usually sold by “Impressions”. That’s not the number of people who have read your ad, or even seen your ad, just the number of people who had the opportunity to see your ad.
I think we have all evolved the ability to narrow our focus to the content we want so we can ignore the ads in the side panels. Even most direct mail ends up in the bin unopened, so getting people not only to see your ad, but also read it is becoming an ever greater challenge.