BusinessWeek: Journalism on the web requires a new way of thinking/measuring.

Journalism, by and large, has been a product produced by writers and editors and delivered to an audience. That was fine when there was no technology to allow journalists to engage in an ongoing dialogue with readers and to allow for true collaboration between the writers and the readers.

What journalism needs to become is this digital age is a process that embraces and involves your audience at every level, from idea generation to reporting and sourcing and finally to the publication of the article when the journalism then becomes an intellectual camp fire around which you gather an audience to have a thoughtful conversation about the story’s topic. 

BW suggests evolving from a Broadcast medium to an Interactivite medium. Not interested in just Page views but more importantly, engagement metrics. Businessweek’s argument is the increased interactivity between journos and readers increases the value of their product in a competitive market. (via @niemanlab)