With the Internet, readers can even personalize the message themselves. The Internet is like the yellow pages because prospective customers must look for you to find you. The key is making yourself easy to find, and giving users a reason to look. It is impossible to calculate how much it costs per person to put your message in front of people on the Internet, because it's impossible to calculate the universe. It is estimated that there are 20 million users on the Internet.
Some people say more, some less.
It is further estimated that in the next few years, 40-80,000 new users per month will appear on the Net. Even taking 20 million at face value, it's impossible to project how many will come to you. Just as someone can channel surf when your commercial comes up, skip the page that has your print ad, or throw your direct mail piece into the garbage unopened, some users may not desire to find you on the Internet. What you have to consider is the starting point. Every prospect that finds you on the Internet is looking for you.