Relevance is not demonstrated by ad dollars or circulation metrics alone. It is better tested through the relationship of the reader to its outlet, and in all the metrics that we evaluate – from page views to uniques to good old fashioned pass-along readership – don’t bring us closer to understanding what we need to do to stay relevant.
Julia is right on many levels. This is what has enabled social media platforms to take off and supplant, at least to some extent, traditional media outlets. People had never been able to form a relationship of any sort with a stagnant newspaper. But through comments, emails and trackbacks they were able to form relationships with online writers. It’s those relationships that marketers are looking to tap into, but its those relationships that writers are intent on protecting.
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