In a major move reflecting growing demand, comScore recently announced it will start measuring visitors to blogs, as well as some social networking websites.
For blogs, they'll measure not only the more popular sites, but the smaller ones also. The official name of the effort will be the Conversational Media Report.
Forrester Research Charlene Li talking to eWEEK said, "You can actually know how many people are visiting them and who is visiting them to monetize them much more effectively. The publishers need it; the marketers need it because the economy that drives all of this is advertising. Until you have a third-party measurement, you can't really monetize it."
ComScore says it is working with Federated Media Publishing, a John Battelle created company, which helps marketers find appropriate Web sites to advertise on.
The new Conversational Media report will be made available within comScore's MyMetrix interface as a custom report.
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