At Technology Review, Chris Mims wonders whether web users' increasing savvy (and toolset) might eventually end publishers' reliance on the pageview as a metric.
Online publishers have crowed about the death of pageviews for year...but when it comes to demonstrating reach to an advertiser, or just plain figuring out what to charge them, pageviews still rule the roost. When calculating the value of a website, the math is simple: (number of ad positions) x (value of each ad position) x (number of pageviews)...Read the full story at Technology Review.
That's why publishers use those little "next" buttons at the bottom of webpages, breaking articles across multiple pages... Whatever purpose it might have served, the "next" button may go extinct as Instapaper, Readability and other personalized scrapers give readers - or at least some readers - what they really want: a reading experience that is as unencumbered as what they've come to expect in print.
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