What’s more amusing? Scoble and New Media folks discover “engagement,” a term that the old advertising establishment has been “engaged” with for quite some time. Or, that hot and utterly hip video blogging has been caught up in a he said, he said spat over audience measurement. Welcome to media! These guys sound like a bunch of stuffy old TV networks.

It’s so entertaining to watch technology-driven New Media stumble over the same problems that have long been a struggle for Old Media. Technology has empowered people to create media, but it hasn’t really made them all that innovative on the business side. Ze Frank and Rocketboom are like the Mini Mes of Television, squabbling over ratings.

And let’s not forget poor Digg, who probably would have been acquired by now if any of the old media companies (like News Corp) believed their traffic stats.

Scoble is right that we DESPERATELY need some new media metrics. New Media folks may be ahead of the curve on formats and hip notions like “conversation,” but they’re actually playing catch-up on the deep, intractable problems of media — like how to prove the value.