Briefs

OJR: The Online Journalism Review, By Nikki Usher, July 21, 2009. The news industry is caught in a destabilizing position - each newspaper is going to have to come up with its own unique algorithm to give advertisers a sense of their audience.

The new metric that advertisers increasingly care about is something called "engagement" - how users are actually interacting and spending time with the site. But because each newspaper website offers unique content, there's no blanket measure for creating a uniform "engagement" score for the news industry from different points of comScore or Ominture data.

"We can't boil it down to X percent of unique users plus your time on site plus page views," said Alan Segal, director of audience development at the Atlanta Journal-Constitution.

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