I think advertisers need to see advertising not just as a per-click thing, but for example, look at branding. I have pretty high-quality commenters on my site, and those commenters have been looking at a Volvo ad for a month. Now, a car isn’t an impulse purchase — and so seeing that ad day after day, as they’re spending a lot of time reading and commenting on my blog, is actually very smart advertising.

Think qualitative, in other words. And then there are “get it now” offers. But, even in magazines, where there’s a “limited time offer” very few people are actually going to go for them, vis a vis total readership. And maybe even with those, it takes seeing the ad a few times to be moved to actually act.

Adriana, the unwitting godmother of MyMindshare hits the nail on the head: Media Influencer: The fog of advertising. But the sword with which the advertisers have hoped to cut through the knot of ROI is double-edged. [/classical allusion]. Now they