Why It’s So Hard to Measure Online Readership

Like & Share E&P:
RSS
Follow by Email
Facebook
Facebook
Google+
http://www.editorandpublisher.com/news/why-it-s-so-hard-to-measure-online-readership/
LinkedIn

By: Derek Thompson | The Atlantic

Name a metric, any metric, for measuring audience attention, and there is (a) a reason why it’s useful; (b) a reason why it’s worthless; and (c) a way for digital media companies to corrupt it.

Page views (e.g.: clicks) used to be the most common currency of online attention, only to be replaced by unique visitors (e.g.: readers). But in the viral age, “readers” doesn’t mean what it used to mean. If you were a newspaper in the 1980s, readers = subscribers who receive your bundle of paper each morning. In a bookmarked-site world, readers meant Web visitors who drop by a few days a month at most. But in the viral age, readers can mean 1 million Facebook users who see some sensational headline, clicked it, and scurried away, having no recollection of what URL hosted the article, and never visit the site again.

Comments:

Your email address will not be published. Required fields are marked *