One of the biggest concerns that newspapers new to the web have is advertising rates. For so long they have been honing their print advertising rates, that they have become experts in the field. When it comes to the web, though, confusion ensues.

Being web savvy, most people understand that websites have statistic programs that show website owners all sorts of information about their site: number of visitors, where they come from, how they found the site, how long they were there, etc. etc.

Statistics are great. But like anything else, they should not be overdone when it comes to deciding your web advertising rates. The old saying, just because your can, doesn't mean you should comes to play here.

Yes, you can probably figure out which advertiser is getting the most hits from your website. You can probably find out how many clicks that advertiser is getting per day. But this should not be used when marketing your site to advertisers.