europeforvisitors - 2:05 pm on Apr 27, 2006 (gmt 0)

Repeat visitors are there for your content, not the content in the ads.

That's true of any visitors (repeat visitors or not). But in any case, repeat visitors are extremely valuable on the right kind of site. On a camera-review site or a travel-planning site, for example, the repeat visitor is likely to be (a) an enthusiast and (b) researching how to spend his or her money. So the odds favor the user noticing and clicking relevant ads and--just as important--being buyers or at least "warm leads" when they click through to the advertisers' sites.

To use an obvious example, think about a camera dealer's ad on the Web sites of CNN and POPULAR PHOTOGRAPHY Magazine. The POP PHOTO reader is far more likely to click and buy than the CNN viewer is.