Customers - Do you need two rulers to measure a newspaper customer? - "The stickiness of UK newspaper sites compared" - Online Journalism Blog

Is this analysis of data about use of the British newspaper websites relevant to a newspaper still primarily in the printed newspaper business? I'd argue that it is not just because of the impact on website operations. In addition to that, what assumptions are newspaper managers making about how readers of their printed products actually consume the copies in their hands. Surely, advertisers want to know this.