2004 – There is a growing trend toward people using the Internet to get their news and to investigate particular issues and organizations. After reading this paper you will be able to evaluate the offerings of the various commercial services that have begun providing data on Internet audiences. You will understand the jargon and how Internet measurement terms relate to the traditional media measurement terms that you probably already know. Armed with this knowledge, you will be able to make a first cut at determining which sites to monitor and analyze.
A Primer in Internet Audience Measurement