Quotable: Take metrics web to print

Is it time for print to start borrowing some of the measurability
that’s common online? Why don’t more papers use 800-numbers in ads so
they can track the actual phone calls their ads drive? How about the
ability to track e-mail or web responses using proxy server technology
(think of something like Tiny URLs in print ads
that help the paper measure how many people are going to the
advertiser’s site based on what they saw in print)? Online products
have been doing this for a long time.

— Bob Benz on the Maroon Ventures blog