It keeps getting smaller.
There’s a pissing match today among several InterWebs iconoclasts about Comscore’s traffic counting methods and business models. Actually, to be more accurate, it’s a bunch of bitch-slapping about unrelated issues, but web traffic is the jumping-off point.
You can read it for yourself — be sure to follow the comment thread too, in which all the principals rebut. (Or, as one commenter deems it, “three poodles fighting over a piece of raw meat”).
But for me, the whole thing is sad because it reminds me of another “scandal” almost six years ago now. Several newspaper chains had been caught overstating their circulation. There was all sorts of hand-wringing over it, but in the midst of the mea culpas, I read one simple line in a column by Ed Wasserman that changed my way of thinking and in large part led me to create The Daily You as a major feature of Pegasus News:
“Still, there is an absurdity to the whole scam. Counting copies is a dopey way to gauge impact. The explosion of information channels necessarily means erosion of audience share held by dominant media. There is still nothing that can rivet the attention of a community the way its daily paper does.”
