The document discusses how news media sites use galleries and recommends that page views alone are not the best metric for measuring performance. It suggests considering additional metrics like time spent on different content segments like galleries, news articles, and front pages to better understand user behavior. The document is authored by Dennis Mortensen, Director of Data Insights at Yahoo, and provides references to additional resources on analytics and marketing.

1. News Media and the use of Galleries
YAHOO! CONFIDENTIAL
DENNIS R. MORTENSEN | FEB 2010

2. Entrepreneur Author Blogger WAA Yahoo!

3. using un-segmented page views
as a primary Key Performance Indicator (KPI)
is probably not optimal
DENNIS R. MORTENSEN | FEB 2010

5. Content segments
- Galleries
- News articles
- Front pages
- Other
DENNIS R. MORTENSEN | FEB 2010

6. DENNIS R. MORTENSEN | FEB 2010
DENNIS R. MORTENSEN | FEB 2010

7. DENNIS R. MORTENSEN | FEB 2010

8. Thank you
Dennis R. Mortensen, Director of Data Insights at Yahoo! | dennis.mortensen@yahoo-inc.com
Reference Article:
http://visualrevenue.com/blog/2010/01/using-galleries-to-increase-page-views-dont-increase-time-spent.html
Blog: http://visualrevenue.com/blog
Book: http://visualrevenue.com/blog/yahoo-analytics-book
Twitter: http://twitter.com/DennisMortensen

9. Want to know more about
Analytics and Marketing?
VisualRevenue.com/blog