This document discusses how media companies can optimize content engagement in the current media landscape. It notes that people have less patience for content and spend very little time engaging with most online articles. It recommends that media companies focus on engagement over views or shares by using engaging formats like quizzes and videos, analyzing user data to optimize content, and distributing content across different sites and platforms to reach wider audiences. The key is finding formats and distribution strategies that encourage people to fully engage with and spend more time consuming content.