In a time of transformation such as ours, I think establishing a valid and reliable measurement is important. Terms of Internet that we learned from Dr. Chyi's ppt made me thinking.
Hits > Page Views > Minutes > Click > Leads > Visits... How fast it has changed! Let's compare them with pre-Internet measurement of TV audience rating like Neilsen. How about comparing with print circulation of ABC in pre-broadcast era? I think what has changed most is transparency. And, the power of media over audiences.
ABC is based on self report of media. Majors manipulated it actually. Neilson rating is survey. It is more objective but a little expensive to get the full data. Now everything is logged to the server automatically. Everyone has the access to it.
So, we have to admit the Internet is more democratic. But conclusively, shouldn't we have a measurement that can guage all the platforms? A yardstick that can be used to the Internet, broadcast or print? A measurement that can last at least a decade or so? Establishing concept for this measurement, testing it, predicting the effect will be a challenging task for a Journalism scholar. The task may be something that needs collaboration of old and new, tech-savvy and tech-avert scholars.
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Cross-platform measurement is actually being experimented by some audience research firms. But as you can imagine, it is hard!
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