It seems that advertisers have been equally slow in trying to adapt the Web. And I don’t think they know how to properly evaluate all the data they get on how users interact with content on news sites.

A lot of reporters I know, especially at bigger dailies that have developed a more regional or even national audience because of the Internet, think their stories are read by more people than ever before. Yet, from what I understand, online ads aren’t as valuable as the ads no one looks at in the paper edition? What am I missing?

It seems to me the business model of the future will become more clear once online audiences are properly valued.