Exactly! Stickiness and the time spent on the site were problems that the owner talked to me about.

The bounce rate is about 73% and the time spent on the site is a little over 1 minute. Is that good, bad?

The site is structured much like a web-portal was back in the days. There's a TON of content on the front page which then leads further into the site.

The owner has been trying to keep visitors on the site by adding a forum, competitions, slideshows etc. There's no blog but he does have quite a following on the newsletter.

The ~750,000 unique visits (as it stated in Google Analytics), does that mean unique visitors or unique visits as in say 1 person visiting 750,000 times?

I'm not completely sure as to what numbers advertisers care about?

Thanks again for your replies!