When we're coming up with ideas for the interactive world, we often imagine the kind of sites we'd love to partner with or the blogs we hope will post about our awesome idea. But are the people we think visit those sites anything like the people who actually do?

If you wonder, like I do, what a site's audience looks like, here's a tool you might find interesting: quantcast.com

It's targeted toward media buyers, but as smart creatives know, the medium is the message these days.

Besides, you can learn all kinds of fascinating facts.

For example, 65% of the visitors to eharmony.com are women. (Sorry to all you single ladies.)

And who would have guessed that 48% of visitors to perezhilton.com earn over $100K a year compared to only 33% for money.cnn.com? So maybe I should stop paying attention to the stock market and start worrying about what Jessica Simpson is up to.