In the last couple of postings, I have referenced a metric called “revenue per reader” which I picked up from a Newsweek article. This post and future posts will refer to Revenue Per Visitor (RPV) as a more generic measurement and consistent with Nielsen, Comscore, and other reporting regarding uniques. Interestingly, RPV is not new (Web Analytics Demystified definition and SAI Chart), but it has not been leveraged much in tracking performance. The RPV metric measures the gross revenue efficiency of a publisher and reflects the fact that audience engagement is the source of ad and subscription revenue.
TechTarget (TTGT) reported their financial results for Q2 2010. They produced $25.1M in revenue which was 15% YoY gain, and they had net income of $0.5M compared to a net loss in the previous year and quarter.
In the May 2, 2024 BtoB Media Power 50, TechTarget reported that they had 16.5M uniques per month. TechTarget generates revenue from display advertising to these 16.5M uniques as well as lead generation and event revenue from 8.5M registered members (note: the site reports 7.5M and 5M as well).
The gross revenue efficiency for Q2 of TechTarget was $1.52/visitor/quarter or a run-rate of $6.08/visitor/year.
My goal in sampling these ratios of different publishers is to find where the number of uniques and revenue per visitor intersect to make a viable business model – more to come.
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