The Online Publishers Association (OPA) has released a white paper making recommendations for local website audience measurement. It compares data from these services: comScore Media Metrix, NetRatings, Scarborough Research, and The Media Audit.
Here’s the ridiculousness of data: For LATimes.com, visitor data differed by one million between two services. The Media Audit, which uses phone surveys to report data, projected about 1.5 million visitors to the Southern California news site. ComScore’s Media Metrix panel reported half a million readers.
A good guide, all in all.
Download the full white paper here (PDF file)
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