Updated Mon March 24 2.31pm (Data now includes latest webstats as supplied by Mumbrella, Adnews, B&T, Campaign Brief, Inspiration Room).
Please note: This article is intended to provide a basic snapshot of trending traffic volume as supplied by publically available sources, it is not an in depth analysis of publisher content, audience, engagement etc.
There’s always a sense of irony about reporting on the people who report on you daily …but every now and then we’ll check up on the trends for local ad industry publishers in the digital space. This is not an attempt to compare apples with oranges on who’s reading what (eg: clients vs industry readership) but 2010 is shaping up to be a more interesting statistical battle traffic-wise with AdNews changing their model last month posting substantial gains in February (reasons listed below).
2009 was definitely a big year for Mumbrella coming out of the blue and scoring a lot of digital traffic with its blog format site. In contrast AdNews 2009 website numbers were destined to be limited because of their online model which only allowed access to stories for paid subscribers (although it saw gains to the end of the year when it discreetly opened up stories to email subscribers). B&T saw good digital growth in 2009 opening up for comments in posts and interestingly they appeared to somehow ride the coattails of Mumbrella’s traffic with notably similar peaks and troughs appearing in the traffic data below.
Campaign Brief and The Inspiration Room were kind enough to send in their latest data following, again showing solid growth online in the last calendar year.
Above: Alexa data for Adnews, Mumbrella, B&T
2010: AdNews website reboots with free content:
The graph below shows that the recently rebooted Adnews website (launched mid Feb 2010) has had an immediate impact on overall traffic. The new design a factor but the major change is that stories are now open to read and comment on without a paid subscription.
Above: Adnews traffic is on the up in 2010.
The Stats:
The stats below represent latest numbers supplied to our media team showing UB’s UV’s etc.
Web stats have now been supplied by each of the mags listed.
Mumbrella:
Update: “Quick update on the latest (March to-date) figures for Mumbrella shows 4,395 ave daily domestic Ubs and 59,101 total domestic UBs so far. This is a daily audience increase of 37% on the September numbers above, so worth mentioning. They are #2 in our Targeted Business and Professionals websites category.”
- Alex – ABA Watchdog (see comments)
Mumbrella – Feb 25-Mar 26: 
Adnews:
Update 26/3 – AdNews sent us their March (to date) figures below:
AdNews Website March 1-25
Unique visitors
25,694
Visits
58,661
Page views
152,836
Impressions
844,920
Average Time Spent
2min 27 sec
B&T:
Feb 22 – March 24 2010
Campaign Brief
– Feb 23 – Mar 25
Inspiration Room
Feb 22- March 24
Summary:
All up, there is no bad news here for any of the parties above. Plenty of room to grow and an industry that is clearly hungry for online content and conversations.
Update: Comparison including The Inspiration Room and Campaign Brief.
Note: Alexa data is panel based. Actual stats have not been used to validate relative traffic as shown by Alexa on these additional sources.
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