The industry has touted the notion of readership -- a metric that takes into account how many people read the paper whether they buy it or not -- for years, but has often taken halfhearted steps toward giving it true legitimacy.
Then there's the confounding, if promising, online angle. If you count Web traffic, newspapers are actually more popular than ever.
If you don’t count online audience you’re not in touch with what is happening.
The Washington Post’s partnership with Technorati is very smart marketing. Measuring unique visitors is still an inexact science. Inbound links are a more tangible sign of reader interest and provide well defined data to offer advertisers about audience demographics.