In defense of ‘vanity’ metrics: why page views are still important

Poynter reporting:
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While it is critical that our industry evolves and adapts, and new ideas around better metrics are a key part of that journey, wishful thinking on new fangled metrics don’t necessarily mean we can simply abandon what works — and I dare say, works OK.
I am also keen on metrics that help drive conversions — and these will vary by newsroom and business model — of “guests” (your one-and-done type visitors) to “readers” (often registered but not paying) to “subscribers” (paying readers) to “members” (those who avail themselves of other non-content led benefits of subscribing.)
These metrics remain a work-in-progress in various News Corp newsrooms globally but, eventually, will be the primary focus of how we need to manage our newsrooms and news publishing companies when it comes to audience data. I am wary of “time spent” metrics simply because of the complexity of measuring that and the resulting assumptions and inaccuracies that usually creep in....
http://www.poynter.org/latest-news/top-stories/244136/in-defense-of-vanity-metrics-why-page-views-are-still-important/