"Looking back, we are discovering that the size of the audience has been systematically over-rated. We have made a category mistake, confusing (and equating) consumers of short news with consumers of long news. Both are important, and both must be counted. But they shouldn’t be counted together. Right now we measure them in roughly the same way: a click is a click. Studies have shown that a small number of dedicated readers generate the greatest number of page views. They visit the sites they love most frequently, they look at more pages when they visit, and they spend more time on the site. They are the long readers, and should be counted in that way."