It is important to make distinctions among all of these different numbers. That's right - not all numbers are equal, and some numbers are more meaningful for an investment than others.

Numbers used as advertisements in the print media

These numbers are as accurate as anything else that you may read in a newspaper. However, they are usually quite large.

There are ways to work with figures in order to achieve certain goals.

Numbers used in websites

The most common way to calculate website effectiveness is by "click-throughs." Place a counter on a website or on a banner advertisement, and see how many people click on it in a given day or another period of time.

This is an indication of quantity, but not quality. It does not show the effectiveness of your advertisement, or how many people read it.

Numbers used in most online e-mail forums

Most e-mail forums, or chat groups, form an online discussion community. Subscribers to the group are expected to become part of this community and work together. Their efforts are directed inward - in order to benefit the members. Some of these communities may be quite large.

These communities are not similar in purpose or function to our Jewish groups.

Numbers used in our Jewish Groups series

Jewish Groups has never tried to develop a community.

As much as a year before each group is started, a cadre of experts is assembled in order to respond to specific issues.

The group is then publicized, and people join in order to query the experts. Some people remain, while others leave.

The efforts of the Jewish groups are thus directed outward.

How can we calculate the numbers?

We can't.

There may be a cadre of several hundred experts on any given group. Their knowledge is shared in several ways:

• On the group. Subscribers (who may have belonged for years - or who may have just joined) pose queries for on-line clarification
• With the moderator. The moderator may handle the issue behind the scenes, or he may forward it to another expert
• With individual group members, behind the scenes. This dangerous practice is not permitted according to group rules, but there is no question that it takes place a great deal.

There is no way to calculate the number of participants. It would have to include all of the following:

• Discussions among the categories listed above
  • On-line discussion participants
  • Behind-the-scenes discussions
  • Off-line discussions
• Discussions that are forwarded to others by email
• Lurkers
• Issues that are re-posted on other groups (since postings on our groups may be considered authoritative)
• Issues that are re-posted to entire organizations

The real effect of postings on any of these groups is thus in the millions - more powerful than any other print or on-line medium

Introduction to advertising on Jewish Groups

Sponsoring a Jewish group

Targeting your advertisement

Visiting Jewish Groups

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