Profit more important than unique monthly visitors

April 5, 2012 - If profit is your main goal when it comes to digital than unique visitors shouldn't be your main priority, according to Matthew Shanahan. "What matters most for profit is revenue capacity and contribution from the loyal, profitable audience. When a Fly-by is worth less than $0.20 and a Fan is worth 250 times more, it’s hard for publishers to make profitable revenue off Fly-bys.  Unfortunately, few publishers put a monetary value on their audience members or develop strategies to build and reward loyalty that yields profits," he says.

He also points out that monetary value of an audience member is defined as the combination of advertising and direct revenue. Read more.