In this week's Gillmor Gang, Steve Gillmor argued that RSS subscribers are the readers you really want. Now that should be a little obvious, but the tools to track them have only been around for a while and I have yet to see a study comparing the value of impressions and subscribers. It got me thinking.
- Impressions are information, subscribers are relationships
- Impressions are on-offs, subscribers are recurring revenue
- Impressions are directly monetized (today), subscribers are influence
The cognitive readiness to trust what is said when you come across something through search or browsing is very different from when its placed in a recurring context. But that should be a little obvious too.
