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> "User Engagement Triples"

Overly vague. Does that mean 3 times the page views? Nothing much seems to have changed on any traffic measuring sites (quantcast, alexa, etc).

Specifically, time on site.

http://www.alexa.com/siteinfo/scribd.com doesn't really show that, but then alexa is always to be taken with a pinch of salt.

Alexa data is to be taken with the sodium content of the Dead Sea.

Alexa data on Scribd is generally pretty accurate, actually. But the time on site measurement is not.

I could share screenshots of our Google Analytics time on site graph, but the hard-core conspiracy theorists would just claim we'd 'shopped them.