fig.: The image above shows me on a windy day in mid-April 2013 at the Neusiedler See in Burgenland; below, the lake with wind surfer. Today, the Surf Worldcup Podersdorf 2013 (25 April - 5 May) starts at the Neusiedler See.

'Hunter's Life' series by Karin Sawetz, publisher Fashionoffice
Insights into the life of a publisher and media researcher with base in Vienna (Austria) through summer.

Insight: 25 April 2013

A 'Hunter's Life' and how not to loose one's mind

Fashionoffice publisher Karin Sawetz about media measurement methods and how to keep on track with reality

In March and April 2013, the 'Sit in Series' on occasion of an English course peaked the statistics on Fashionoffice. Now, I will continue the success with a new editorial series which I entitle 'Hunter's Life'; perhaps I can supersede the monthly top rankings on Fashionoffice like the ones for the Academy of Art University School of Fashion, San Francisco (measured by Google Analytics).

The title for the new series is inspired by Laura Marling's 'Master Hunter' (album 'Once I Was An Eagle' - out 27/28 May 2013). I heard the song today after breakfast in the morning and decided to start 'Hunter's Life'. I as journalist and online market researcher can identify myself with the song's title 'Master Hunter'; well, my academic studies were trainings for 'media'-hunts.

But sometimes even hunters have to make things they don't want to - just like appearing in person to finance life. Even when Fashionoffice has great CTRs (Clickthrough Rates) on Google, the earnings are not more than a few bucks per month - not even enough for one plate with spaghetti in a Viennese student's restaurant. This is internet reality and I think it is better to tell the truth than seducing young people and leading them into the wrong direction. Some media are selling their reach (people and pageviews), some present their work with traditional reach data combined with the relative new success metrics 'Clickthrough Rates'. Currently, data from enhanced interactions such as clicks are the best way for getting an overview about the performance of online content. 'Views' can not be tracked seriously and probably many website owners or young content producers have stopped their activities because they thought that nobody is interested in their products. In March 2013, Fashionoffice reached 23,340 Clicks on advertising (Adsense) while only 9,228 People (Quantcast) were measured on the magazine's domains. Since 2006, I have researched on this issue (storage/content delivery) with focus on computer networks and their effects on public opinion.

The 'Hunter's Life' series will provide through summer insights into my life which is strongly affected by my upcoming personal appearances in front of my job insurance service.


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