Friday, July 17, 2009

It's time to retire newspaper circulation data in favor of Web analytics - But which ones?

Newspaper circulation numbers are taken as report cards for survival. When worse than expected for too long, these numbers forewarn of future layoffs and corporate restructuring – and at the very worst, the death of a newspaper.

But we're putting our emphasis, energy, and nostalgia in the wrong place. The future is in Web analytics, but this extends beyond just knowing about page views, unique users, and visits.

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