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The Guardian Reveals ‘Dwell Time’ Stats

The Guardian is now revealing a “Deeply Read” list, statistics on which Guardian articles readers spend the most time with. (This concept is widely known in the industry as “dwell time.”) Says The Guardian: “[We] created a metric that looks at the ‘attention time’ from readers compared with the length of the piece.” Translated: articles that score well can be considered top performers because readers probably read slowly and carefully and got to the end.

More on TikTok

So much left over from the deep-dive… TikTok traffic to news interviews tends to be low, even with CEOs such as Andy Jassy… same with breaking news footage of an airplane on fire in the sky, or raging flood waters. But Stanley Cups? Off the chart.

The Root Of The Issue For Publishers

From the UK-based Press Gazette daily newsletter, Feb. 7: “Meta made $135bn in revenue last year. In the UK alone it made more in advertising than every UK publisher (print and online) combined.”

A metaphor might be, in the old days, if you wanted to buy a car, you had to buy it from a “car” company, be it GM, Ford, Chrysler or American Motors. Now you can import your vehicles from several countries, or just Uber everywhere.

Similarly, the publishing business is now fully disrupted. You are no longer forced to advertise with “publishers,” and ever larger numbers of advertisers do not.

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