New measures of success will dictate the worth of websites and their content in the future, the chief executive of a publishing company is warning.

While websites look at pages viewed, unique visitors and click-throughs of banner advertising, the current metrics will soon be out of date, he said.

Instead, time spent on a website – and the amount and type of reader/viewer interaction with it will be the stats that count.

Duncan Edwards, chief executive of the National Magazine Company – part of the Hearst Corporation – explained that more discerning and demanding readers would lead to the adoption of new industry measures of success.

He was speaking at the Association of Online Publishers conference in London yesterday as part of a seminar about brand publishing in an online world.

He also predicted that some established businesses will struggle in what has become a fast-paced market.

He said: "The days of companion websites for print publications are over. And the days of mere words and images are already gone.

"Video will be fundamental to the product offering we offer to visitors.

"Readers are more discerning, demanding quality online."

National Magazine Company publications include Cosmopolitan, Good Housekeeping, Harper's Bazaar, Men's Health and Reveal.

Duncan's upbeat session also included news of a launch of TV and video services across its websites which fall under the handbag.com umbrella, and a relaunch of the websites for for Bazaar and Cosmopolitan.

The company's growing digital publishing business includes online versions of its major magazines, as well as women's portal handbag.com and consumer health website NetDoctor.co.uk.

Duncan has been with the company since 1989 in various roles. He spent the early part of his career at Media Week.