paid content reporting:
New York magazine’s website traffic has grown significantly in the past year by finding that the sum of the parts really are greater than the whole.
Instead of just repurposing articles from the weekly cultural magazine, NY has put greater emphasis on building out its daily news blogs aimed at entertainment, fashion, food and politics to produce 10.5 million monthly unique users for September, the highest number in the site’s 13-year history. At the same time, NY’s online advertising dollars are pacing up 25 percent since last year, and has already doubled since 2009.
While NY’s traffic numbers are internal, comScore agrees that the site’s monthly uniques have risen 22 percent last month
compared to Sept. 2010, though the audience measurement service says
the magazine’s site drew 5.59 million visitors that month. (Most sitehttp://paidcontent.org/article/419-turning-weekly-ny-mag-into-daily-blog-operator-leads-to-traffic-boost/s
have large discrepancies between their internal numbers and comScore’s
monthly tally).New York magazine’s website traffic has grown significantly in the past year by finding that the sum of the parts really are greater than the whole.
Instead of just repurposing articles from the weekly cultural magazine, NY has put greater emphasis on building out its daily news blogs aimed at entertainment, fashion, food and politics to produce 10.5 million monthly unique users for September, the highest number in the site’s 13-year history. At the same time, NY’s online advertising dollars are pacing up 25 percent since last year, and has already doubled since 2009.
Still, with agreement that traffic is rising, the vertical strategy that NY is employing is one that reflects a successful formula for the web that is the exact opposite of what works in print.
Like Time magazine’s apparent success with its vertical strategy, which entails attracting new and repeat users by giving its tech, politics, health and financial blogs more prominence, NY has created distinct identities for its blogs and their related e-newsletters and apps.
In particular, the separate performance, based on NY’s internal numbers seems to tell the story:
—Vulture entertainment destination topped 3 million monthly uniques in September, up 29 percent over September 2010, fueled by original reporting and analysis on the fall TV and movie season (most visited stories included scoops on How I Met Your Mother and The Office, a preview of fall’s big movies, and Emmys coverage).
http://paidcontent.org/article/419-turning-weekly-ny-mag-into-daily-blog-operator-leads-to-traffic-boost/
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