When Nieman Lab’s Josh Benton asked me in December for a New Year’s prediction, I leaned toward the bombastic and led my wish list for 2014 as follows:
Ditch uniques and develop a better metric. Then-Newspaper Association of America president Mark Contreras was right when he made this case four years ago. It still hasn’t happened. One- or two-time visitors are not a business opportunity — they are an accident.
So we are two-and-a-half months into the year, and I am sorry to report that uniques and its evil twin, page views, are still with us — offered as the basic yardstick for digital audience for both individual sites and whole industries.
But I took cheer last week when three separate sources made the case that attention and engagement matter more.… Read more