Interesting post. So how does this help someone make more money off their media/publishing website? What actionable insights can someone draw from inactive time?
If you aren't fooled into thinking that particular people like your page when they don't, you can better know which demographics your pages appeal to, and which pages attract long stays generally.
You can make more informed decisions about who to advertise to and who isn't interested, which pages to invest time and money in making better, and which are fine already.
And is someone who consumes your content in 3 minutes more relevant/valuable than someone who is inactive on the page for 1 hour, but still spends 3 or 4 minutes of active time?