They can add services like E-mail or personalized Web pages, mimicking the strategy laid out by the portals. Many are doing this, including iVillage and SportsLine. But, again, it's not enough. Those tactics may glean some interesting data about the audience. But all too often the information is voluntary and, as a result, iffy.
Sites can wind up with incomplete data about tastes, age, income, or where a person lives.
To get really precise data, E-commerce is the key. Of course, content sites need to be wary of blending content and commerce so much that consumers begin to distrust the site's objectivity. Jupiter argues that this isn't a problem. The problem is making sure consumers understand the distinction online between editorial, commerce, and advertising. To avoid the confusion, Amazon now lists which placements on its site are paid for.