Hits and missesTen years ago, when Internet advertising was in its infancy and mega-hits were the order of the day, we started to see a variation between hits and visits. In short, hits were running away, while visits were showing a more sustainable growth trend. Our designers observed that visits, which record readers as unique users, were the more accurate measure, and we reconfigured our business accordingly. Had we not, then we would have been in the perpetual position of having to explain the difference between hits and visits. For example, last month's visits to tunnelbuilder.com were 33,075, while the hits on the site exceeded 1.5 million. Our readers opened over a million pages during their visits.While we love the big numbers as much as anybody, we cannot see the point of claiming "hits" as "visits". The tunnelling industry is small and focussed. It comprises around 20,000 decision-makers worldwide, and we would expect each to visit a specialist website once a week. That's around 4,000 visits/day for all available websites. If 1,000 of those visit tunnelbuilder.com, we are delighted. If another 1,000 visit our Italian, Spanish and associated websites, we throw a party! If one in every 10 clicks through to one of our clients' websites, everybody is happy. Our advertising ratecard and stats are available for all to see, as the best way to generate confidence that every client will get the same service at the same price. This, together with the quality of our readership, is why we benefit from the most loyal advertisers in the business! 24/10.