Great news from Nielsen recently with a panel improvement to increase accuracy... But I get tired of hearing the industry talking about numbers, as if they are something more than mere notational symbols. Hitwise make a living from it.
I could give a damn how many UB's a site has - talk to me about responses to articles, downloads, share rates, time spent actively viewing content... something meaningful.
While networks spend time competing for online eyeballs and sharing them between domains they then complain about the lack of digital revenue. How about moving the focus from crass reporting, and taking on a different interpretaion of Mass in Mass Media?