Last time, I announced the death of the Web page. Echoing a few responses I received, a reader wrote:

So what is taking the place of the now-defunct Web page? If the windmill Eisenberg is tilting at is page view statistics, that battle was won long ago. I haven’t talked to a single company recently that believes that’s still a relevant metric of Web site success.

Though this reader is correct — few argue that page views are a measure of Web site success — far too many still overemphasize page views as measure of marketing success (thus driving traffic cost inflation). But I digress.

Technically speaking, those HTML docs we call Web pages aren’t dead; millions are still packeted to browsers every day.

HTML-born technology isn’t dead. The Web page metaphor is dead. Here’s why.

Continue reading my column at ClickZ…