Abstract
With increasing pressure to demonstrate a return on investment, scienti c user facilities and government funded research projects must strive to demonstrate positive impact of their research on oth- ers. Historically, citation counts and journal impact factor have been widely used as a single quantitative measure of impact. However, with the expansion of various modes of communication, citation counts no longer hold as much merit as a single measure of impact. This work seeks to expand on citation counts by considering the audience to which a publication draws attention. Based on commu- nication mode, there are various audiences that may be "impacted" but those audiences are not fully captured by citation count. Conse- quently, we propose that impact measures for publications should be oriented around the audience with quanti able measures based on the various communication modes.
