Size doesn't matter

Jeff Jarvis reiterates his frequent observation:

Once and for all: The size of the site doesn’t matter to advertisers. Oh, yes, they still think its matters and for a time that’s still how they buy, by reflex. But get this straight: Just because a site has 100 million users, that doesn’t mean 10o 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.