Wednesday, February 11, 2009

Punk Ass Wagnalls

A local keeper of reality is attempting to signify again.

UPDATE: Aunt B dishes some reality of her own to our resident Encyclopedia Jones:
Just wondering, what’s the going ad rate at the Scene? I mean is $4,000 something you scoff at all the time or just when other people bring it in? Because I have a feeling that your sales department would be very happy if someone decided to land a $1,000 ad on Wednesday, did that at lunch, and then by Thursday had $3,000 from that account and a week later had $1,800 they weren’t expecting. But maybe not. What do I know?

And let’s talk about the hundred people for a second. You know what your circulation is? According to the Association of Alternative Newsweeklies, it’s sitting at about 50,500. What do you think a person’s rate of return on a mention in The Scene is? If you write a story, say, about an exhibit at the Frist, how many people do you think go to that exhibit and put out money based on what you write? Three hundred? Five hundred? Maybe two hundred? I’m going to tell you straight up, if you combined all of the readership of the blogs who participated in this and weeded out the duplicates (excluding the Kos folks, who came into the mix late Thursday, if I’m remembering right), I’m betting you’re talking about a readership of somewhere around 7,500 people, possibly less, if I’m overestimating the Knoxviews numbers.

You see what I’m saying? You tell 60,000 people about something, and maybe 300 people decide to open their wallets. We tell, maybe 6,000 people about something, and 60 of them decide to open their wallets (again, excluding the Kos folks).

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