I only ever read a newspaper article when someone links to it. I never read one on paper.
On the web, we can know how many readers we have, how they found us, and roughly where they come from.
In paper they can indulge themselevs in the comforting illusion of the circulation figures, and pretend to themselves that they all read their column. (I just found out that my blog shows up high on searches for CBDTPA - I'll have to write some more reasoned rants about it - for example the Enron-style accounting of the 'losses' due to copying).