Assessing Impact of Media

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Traffic is a Good Thing for Media Companies to Pay Attention To — Except When It Isn’t

“The largely unspoken context behind the media’s obsession with traffic numbers is that the advertising industry—which so many outlets still rely on for the bulk of their revenue—also remains far too obsessed with large traffic numbers,” writes Mathew Ingram on GigaOM. Ingram argues that short-term metrics such as page views provide an inadequate picture of engagement.

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