Eye Catching: How New Media Are Racing to Become the Mass Media; In Terms of the Audience, Size Matters. But How Big? And by Whose Measure?
Measuring size of audiences attracted by various World Wide Web search services and sites is proving contentious, as big advertisers funnel most of their money to handful of sites that various rating services say reach widest range of users; no Web rating service has yet emerged as industry standard-bearer; many experts say prime-time television-style ratings race is misplaced because Internet offers way to direct ads to narrowly defined group of likely buyers; photo; table (L)
