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men do it less often..

Click on banners, that is! Several media outlets reported on the PC Data research study that found that men are less likely to click on a banner ad than women. Does that mean that CPM rates for women-based sites can be higher, all things equal? Probably not. The interesting thing about the study that was glossed over was the poor response to pop-up ads across the genders. Media planners beware; they hate the pop-up more than you thought. Kevin Lee

Tue, 16 Nov 1999 13:35:03 -0800