It is being watched by its targeted young adult demographic in non-traditional ways. It was one of the most popular shows to be "TIVOed" by teens and young adults. It was also viewed over a million times on the CW web site. And its stars were the topic of teen blogs. Networks are learning that the old metric of overnight ratings needs to be enhanced with other performance metrics. Good for them.

But media fragmentation, time-shifted viewing, and a host of other changes continue to make it almost impossible to reach a target audience even with integration. And kudos to CW for providing a host of additional ways to access their brand.

But I can't help but wonder how they are going to monetize those additional vehicles and make up for the loss of revenue from their less than stellar audience ratings. And will marketers spend their money on :30 spots on Gossip Girl, reaching fewer potential buyers, just because that audience goes to the Gossip Girl blog? I haven't seen data that suggests the "engaged" Gossip Girl audience is more willing to buy products or behave any differently.So it is all interesting, but I'd rather have a bigger audience. I'd love to hear an opposing view.