Repeat after me …

But get this straight: Just because a site has 100 million users, that doesn’t
mean 100 million people see your ad. It’s not TV. Repeat: It’s not TV. The only
people who will see your ad are the ones who see the page on which it appears.
If you buy 10,000 impressions, aka eyeballs, you can buy them on a big site or a
bunch of small sites, it doesn’t matter. Big brings no advantage other than
convenience and it also brings some disadvantages like inefficiency and price.
This is the essence of the change in the economic model of media. Post that on
your wall and stare at it.

Jeff Jarvis

Is’s almost comical how so few people get this.