Though The Awl has become a steady read among media professionals and urban enthusiasts, it’s still a modest operation. They’re currently attracting a little over half a million monthly readers, according to Mr. Cho, but they’re on track to bring in about a million readers by the end of the year, which, if true, is an impressive figure given that it’s run by only three people.

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Chartbeat is especially popular with publishers and retailers. We use Chartbeat at TechCrunch every day. I always have a tab open to see what stories are gaining the most traction. Other publishers who use it include the New York Times, AOL, Starbucks, and Groupon. Gawker is testing a beta site where feature stories are determined by their Chartbeat stats.

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“I’ve worked with many large and small publishers, and nearly all of them love the value that Instapaper provides to their readers. I accommodate any publishers’ wishes who would rather not have their content accessible in Instapaper, but to date, almost no publishers have chosen that option. Most see the potential for higher reader engagement, loyalty, and retention rates, and in nearly every case, the people I speak with are happy Instapaper users themselves.”

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The pitch is this: We’ll sell you a blog, and your content will live alongside that of Forbes’ journalists and bloggers. This isn’t the “sponsored post” of yore; rather, it is giving advocacy groups or corporations such as Ford or Pfizer the same voice and same distribution tools as Forbes staffers, not to mention the Forbes brand.

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“Our readers have always preferred the Economist in print because it is a lean-back, immersive reading experience,” said Oscar Grut, the Economist’s managing director of digital editions. “The internet has not been a threat so far, because it cannot replicate this reading experience.”

via Mark Sweney, Economist launches iPhone and iPad apps | Media | guardian.co.uk.