Another advantage of the web was how it fit into the historical advertising paradigm. There are only so many hours in a day. So, broadly speaking, advertisers are interested in how many hours of the day a given medium can capture a person’s attention. How many hours a day does the average person listen to the radio? Read the newspaper? Watch television? Advertisers—especially the larger ones—apportion their overall advertising “spend” based on what percentage of a person’s daily attention they can capture. The Internet represented the first new advertising medium to come along since the advent
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