Confused: measuring reach

[rparedes]

How do you measure handle bar reach? (just the bars, no stem)
I'm trying to compare a few manufacturers but they all seem to use a different way. Some have the top angled and measure from the flats to the curved part. Others have the bars horizontal and measure from the flat part to the outermost front edge of the bend....

[PeterF]

Excelsports catalog does a nice little diagram of it for some of the bars they sell.

Here's one:

http://www.excelsports.com/new.asp?page=8&description=215+Handlebar&vendorCode=DEDA&major=1&minor=15