Quotable: Take metrics web to print

Is it time for print to start borrowing some of the measurability that's common online? Why don't more papers use 800-numbers in ads so they can track the actual phone calls their ads drive? How about the ability to track e-mail or web responses using proxy server technology (think of something like Tiny URLs in print ads that help the paper measure how many people are going to the advertiser's site based on what they saw in print)? Online products have been doing this for a long time.