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Little by little, Web 2.0 is challenging traditional research evaluation indicators based exclusively on citations, such as the h-index. Alternative measures of impact are emerging, known as altmetrics. These are new performance indicators that allow us to measure, in real time, the attention attracted by an online publication. Our article, based on a bibliometric analysis of 837 documents extracted from the Web of Science database, aims to analyze how widespread this new high-frequency method of evaluation has become within academic research. This study considers three main aspects of altmetrics: measurement, uses, and adoption. We find a substantive paradigm shift in the way academic research is viewed, measured, conducted, and applied, from “publish or perish” to “promote or perish.”