Precision

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So, several months ago, I started hearing folks — non-media-savvy folks, mind you — asking why newspapers couldn’t be more precise in their ad pricing.

Why can’t you charge the same way Google does, where I only pay for the clicks?

The demand was for something tangible and precise, something that couldn’t be fudged.

Or could it?

If only there was an even more precise metric. Hmm…