We need better online circulation figures, but nothing's clicking

Online browsing doesn't necessarily require a computer any more. Photograph: Johnny Green/PA

It sounds magisterial, going on highfalutin. "We have shifted the terms of debate here in the UK away from the febrile confines of the ABC circulation figures to a broader and more meaningful definition of audience, based on both print and digital consumers." Thank you Lionel Barber, revered editor of the Financial Times, delivering this year's Cudlipp lecture