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# Why time spent no longer equals value in media
- URL: https://www.medianexis.com/why-time-spent-no-longer-equals-value-in-media/
- Published: 2026-09-21T17:55:09.000Z
- Updated: 2026-09-21T17:55:10.000Z
- Description: Doug Shapiro argues time-spent metrics, long treated as a proxy for value, are breaking down as monetization per hour diverges widely across media, and AI’s cheap content and compression tools will widen the gap further.
- Author: The Signals Desk
- Tags: Measurement, Doug Shapiro, Time vs value relationship and AI essay

**Why it matters.** Media companies must shift executive compensation and Wall Street reporting away from time-spent KPIs toward measures of consumer utility as AI-driven compression and cheap content erode the old correlation.

*Signal from* [*The Mediator*](https://dougshapiro.substack.com/) *·* [*Doug Shapiro*](https://www.medianexis.com/tag/by-doug-shapiro/) *·* [*read the original*](https://dougshapiro.substack.com/p/time-isnt-money)*.*