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Presented at the Association of Alternative Newsmedia 2014 conference.
Session description from event program:
"Everything you think you know about pageviews is wrong. A page view means that someone visited your site. And that’s about all it means. But how many visitors you had really doesn’t tell you much of anything about how successful your online content is and, in turn, how successful your online business model will be. The key is turning visitors into readers and readers into audience members. And that means starting from the end and identifying at metrics that matter, then working backward to make sure you are strategically acting to drive those metrics."