There was a lot of work to be done at FeedBurner this week (albeit not much from my department) to put the finishing touches on FeedBurner's View of the Feed Market, a report detailing the company's view of the feed market and how users are consuming RSS feeds and what products they use to read feeds, etc.
The major takeaway on the report was this:
Audience engagement, which is to say, people reading feeds and people clicking on feeds - is how we've increasingly been interpreting feed subscription numbers to better understand market penetration.
Everyone in the company is dealing with stakeholders that look past the stats to really, really find out what they mean and what they should be telling you, the publisher and/or advertiser.
A hypothetical from a FeedBurner advertiser might be -- "Sure, we got a 0.4% clickthrough on that one ad unit and a 0.2% on that ad unit, but we had more people sign up for our newsletter on the 0.2% clickthrough placement." It's not about the clicks anymore, it's about what the users are doing after they click.
A hypothetical from a FeedBurner publisher might read -- "That's great that I have 1,000 subscribers but they're all using MyYahoo, which doesn't show the full post." It's not about how many people are subscribed to my content, it's about what the reader is actually doing to that content. Reading it, clicking it, emailing it to a friend, etc.
It doesn't matter to anyone anymore if something is "viewed," as is the model in the very traditional online advertising market. The savvys are the folks that are thinking about everything that happens subsequent...