Editor’s note: On Monday, Poynter’s Rick Edmonds argued for new ways to measure digital audiences that would replace the widely used unique visitors and page views. In this post, News Corp’s Raju Narisetti takes a contrary view. Portions of this post appeared previously in a Newspaper Association of America blog.
I remain a big fan of page views per visit (a sign of engagement) and repeat visits (a sign of loyalty) as variations on relatively conventional — and important — metrics that are still critical to both our journalism and the business model that supports our journalism.
Only those who don’t have a successful growing digital advertising revenue stream — along with vendors, media critics and pundits that don’t need to fund newsroom P&Ls — seem to think of page views (the audience articulation of ad impressions) as “vanity” or outmoded metrics.… Read more