The document discusses the challenges of measuring the impact of new media due to multiple disruptors like new platforms, devices, and engaged users. It describes some combined metrics attempted by companies like Nielsen but notes that not everything can be quantified. The document advocates measuring other impact dimensions like social influence, spreadability, social change, and infrastructure. It defines public media 2.0 as content that engages publics to take action on issues and questions how its impact can be measured in an integrated way. Experts in the field are listed that could help address this question.