Scoble wonders whether “engagement” can be measured like audience. There’s something to this: some audiences, Scoble writes, click on links more than others. In my experience, when DFL was getting more than its share of coverage, print, TV and radio audiences had much less impact on my traffic than web sites: making Sports Illustrated in 2006 got me one or two comments, at most. But it also depends on the content: both The Map Room and DFL got huge traffic spikes when they were posted to MetaFilter; Snakes on Film got a tiny fraction in comparison. Whether the link resonates with the audience in question also matters, in other words.