Why publishers want attention to replace the impression

You might have heard: Following the Financial Times’ lead, The Economist is rolling out new set of audience measurements based on time and attention for advertisers (Wall Street Journal)

But did you know: “These moves toward selling attention minutes instead of impressions are part of the response to this crisis in advertiser confidence,” writes Chris Smith.“It’s one thing to say your campaign served the right amount of impressions, but the seed of doubt has been sewn as to whether this has had the right impact for the advertiser — be that time spent viewing it, poor positioning on the page, or indeed bot traffic … To be sure, a new focus on attention over pageviews will not cure all that ills the digital media system. There will still be a supply and demand imbalance between advertisers and publishers. But attention, in theory, is finite, whereas pageviews are infinite.”

+ Noted: The Washington Post launched a weekly curated newsletter, The Optimist, with the aim of finding stories of hope that’s part feel-good, part success-against-all-odds (ivoh); Print newspaper ads seen a key influence on consumer shopping behavior (Marketing Charts); Why is the Robert Wood Johnson Foundation doubling down on health journalism? (Inside Philanthropy);NewsCorp CEO: Google is a ‘platform for piracy’ (BBC); Trust in mass media returns to all-time low (Gallup); Journalism school shuts down its print newspaper, will publish everything on Medium (Gigaom); Susan Glasser named editor of Politico (Politico)