PLIWatch.org announces June/July 2006 metrics

July 31, 2006 - Alton, Illinois

Payday Loan Industry Watch (www.pliwatch.org) announced today its first set of metrics, which cover the period of June 1st to July 31st, 2006.

"The numbers look good so far." Said Managing Partner Robert James. "We're doing really well considering we launched the site officially May 5th."

"We're pleased to see both an increase in traffic and also a slightly higher page view count." Said Managing Editor William Stotler. "July has been a good month for us. We're seeing a steady upward trend week-over-week for new and returning visitors. New and returning visitors are subscribing to the podcasts. They're also surfing deeper when they visit when compared to May or early June."

Current Metrics

PLIWatch's metrics for June and July 2006 are:

• On average, 1127 unique visits per month.
• On average, 3.03 pageviews per unique visit.
• On average, 73% of all unique visits are from new visitors.
• On average, 27% of all unique visits are from returning visitors.
• On average, returning visitors revisit every 4 days.
• For 10 podcasts, between 117 and 231 listeners per podcast.
• Considered in aggregate, the Site Audience is estimated to fall into the following segments:
  • 52% - General Public (Includes loan seekers and activists [82%], and non-industry businesses [18%])
  • 27% - Payday Loan Industry Operators, Management, and Other Staff
  • 14% - Payday Loan Industry Affiliates (Marketers, Advertisers, and Service Firms)
  •  6% - Unclassifiable (Cannot determine segment)
  •  1% - Organizations (Government, Community, Other)

Forward-Looking Metrics

Based on current trends, PLIWatch predicts the following metrics for October 1st:

• Unique visits will increase to between 1430 and 1602 per month.
• Average pageviews per unique visitor will remain steady between 3 to 4.
• Of total unique visits, new visitors will account for between 67% and 71% of the total.
• Of total unique visits, return visitors will account for between 29% and 33% of the total.
• The returning visitor revisiting rate is expected to remain flat at an average of 4 days between visits.
• Podcast listener share on a per-podcast basis will increase to between 172 and 235 podcast listeners per podcast.
• A slight increase from 27% to 30% is predicted for the "Payday Loan Industry Operators, Management, and Other Staff" segment, as this group finds PLIWatch. A slight increase from 14% to 16% is predicted for the "Payday Loan Industry Affiliates" segment, as this group finds PLIWatch. A slight decrease from 52% to between 47% and 49% is predicted for the "General Public" segment, as this segment's share is edged lower by the two previously mentioned segments.

Metric Analysis Methods and Accuracy

(1) All current metrics dealing with unique visits, pageviews, new/returning visitors, and podcast usage are quantitative unique visitor and unique visit metrics. The numbers are based on clean server log data. I.e., Prior to calculations "noisy" non-visitor traffic sources (such as spiders and remote XML pulls) were removed from the data set.

(2) All forward-looking metrics are based on Microsoft Excel trendlines with R-squared values of no less than 0.950 (considered "very accurate"). Polynomial or logarithmic regression trend types were used, as appropriate to the data set.

(3) All Site Audience statistics were compiled by cross-checking visitor Source, Referrer, Keyword Phrase (as applicable), and Pages Viewed to determine from browsing habits the interest of the visitor--and thereby the segment into which the visitor should be placed. Hence, the percentages shown are qualitative. However, the percentages and spreads can be considered reasonably accurate, with no more than a 7% margin of error shared between the top three percentage figures, with a skew away from "General Public" and into the "Payday Loan Industry" segments.

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Press Release Source

William Stotler, Managing Editor, PLIWatch
314.255.2242 / PLIWatch.org / 194 Sering Avenue / Alton, IL 62002 USA

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