Time Spent vs Clicks Means Quality not Quantity

Mathew Ingram has written this very interesting article about measuring reader activity in a way that reflects actual content value.

He argues that whilst there are plenty of tools that can measure the number of clicks an article receives they don’t as yet reflect the quality of engagement with readers. The article focuses on comments by Evan Williams, former CEO of Twitter and founder of Medium, and proposes that both publishers and advertisers would benefit from a move away from measuring value in terms of numbers of visitors towards time spent evaluations. In a separate article Ingram highlights the work of analytics firm Chartbeat, who say they have become the first analytics company to measure reader attention. Both the Financial Times and The Economist have turned to Chartbeat in what might be the start of a general trend towards measuring quality over quantity.