Business website claims ME first with user audit

Middle East business portal AME Info has revealed the results of its first e-audit which shows that the website had more than 236,000 individual users who viewed more than 2.3 million pages of content in May.

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By  Tim Addington Published  July 10, 2005

Middle East business portal AME Info has revealed the results of its first e-audit which shows that the website had more than 236,000 individual users who viewed more than 2.3 million pages of content in May. The figures, released by the London-based Audit Bureau of Circulation Electronic, and given exclusively to Campaign Middle East, indicate that AME Info had a total reach of 236,238 unique users and 2,349,226 page impressions during the month. That gives the site a daily average user audience of 11,951. It is the first known audit of a Middle East-based website but Klaus Lovegreen, CEO at AME Info, said he hoped it will encourage others in the region to follow suit. The portal has decided to undergo an audit because it wanted to boost ad sales in the key centres of London and New York, where audited websites are more commonplace. “We didn’t do it for this region because we didn’t think it would make a lot of difference for us,” Lovegreen said. “As far as I know we are the first online site to be audited so, at the moment, there is nothing to compare us to. “But from an international point of view it is very important for us. We want to target advertisers in London and New York, and if we didn’t have the audit then chances are we wouldn’t be in the queue for the ad budget.” Although AME Info has a recorded log of 8,419,098 page impressions a month, the auditors strip out pages accessed through automated search engines, indexers, robots and spiders. Auditors from ABC Electronic examined company records for May and looked at its traffic flows on particular days within the month. “We are very excited about it. It is a first for the region. We have taken the lead and we would welcome other online sites in the region to join us,” added Lovegreen. “We are bringing much needed transparency to the market and media agencies have welcomed our decision.” Monitoring and recording website traffic varies significantly, often leading to confusion and misunderstanding. AME Info hopes that auditing will become the standard method for measuring traffic, enabling advertisers to compare portals fairly. The site, which has 59,072 registered users, will now be audited on a quarterly basis and the company is planning to roll out an advertising and promotion campaign to highlighting its figures. It also plans to establish a sales office in London later in the year to capitalise on the audit and increase the amount of ad revenue it gets from the UK and Europe. Started in 1996, AME Info provides business and financial news from 14 counties across the Middle East and Africa in both English and Arabic.

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