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Metric measurement is imperfect, and why Medium is focused on ‘total time reading’


Ev Williams, CEO of Medium and co-founder of Twitter, was recently quoted saying he didn’t care that Instagram had more users than Twitter. In this piece, he explains his increasing frustration with the one-dimensionality of current metrics used to talk about success, why Medium uses time, and why even Comscore’s numbers, which are widely used and cited, are flawed because it only counts US users and may not account for app traffic. This is the problem with any one-dimensional metric — there’s no “God metric,” writes Williams.

+ Other debates to keep an eye on: Is there a “great decline in beat reporting”?(On The Media); When is a media company also a tech company? (Gigaom); Dean Baquet needs to get mad about NYTimes’ use of unnamed sources (The Buttry Diary)

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