tedster - 7:31 pm on Oct 26, 2002 (gmt 0)

Here's a recent, small scale test. One of my clients set up a dedicated page for some print advertising they did. It ran in a 10,000 circulation magazine that also featured a full, non-paid article about the client.

The dedicated URL got 17 visits the first week after mailing and 3 visits the next.

The magazine also has an online version, where the client bought an ad which linked to a different URL. The result? 380 clicks during the first week, and 320 the second.

My current assumption is that offline may be good for image or branding purposes, but it doesn't directly drive much direct traffic, unless you're giving something away.