In his latest newsletter, noted media consultant Erwin Ephron tackles the very notion of engagement, saying it is "not one thing." It is, in fact, a series of things. "What audience measurement tells us about measuring engagement is that we need to redefine it as something that helps us predict viewer response and can be measured. Otherwise," says Ephron, "engagement is just a feel-good word without substance." He goes on to point out that, in his view, "engagement is not just about content. It's also about the mechanics of message delivery."