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’Attention’ alone isn’t a strong enough metric for business

Harvard Business Review

Much attention has been given to new “attention” metrics as a replacement or supplement for pageviews, all in an effort to better measure audience. “The painful truth is: attention itself isn’t worth as much as today’s marketers, boardrooms, and beancounters think,” writes Umair Haque. “Attention is a fickle, fleeting thing on which to build a business model, let alone a business, let alone an institution.” Haque says businesses should focus on relational measures: does this educate my audience, does it empower them, does it forge connections for them, does it create value.

+ On predicting what millennials will spend their money on in media: “It’s not that millennials don’t want to pay for things — it’s just that they don’t want to pay for the things that a lot media companies are making” (Digiday)

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