Daily Beast/Newsweek Merger Not Generating Internet Traffic
Since Newsweek.com and TheDailyBeast.com Merged There Has Been a Decrease in Traffic
More worryingly, with the merging of newsweek.com and thedailybeast.com complete as of this week, the traffic growth you’d expect to see from the aggregation of the two audiences just isn’t there. Quite the reverse, in fact. Figures supplied by comScore show a steady, if gradual, upward climb in traffic for the Beast, but it hasn’t been nearly enough to offset the evaporation of Newsweek’s audience.
Since there was considerable overlap between the two sites’ audiences, the best indicator here is combined unduplicated audience. That shrunk 24 percent between June 2010 and June 2011, from just over 7 million to 5.4 million. (On the analyst call, Diller said NewsBeast’s month audience was 10 million; presumably he was quoting internal figures.)
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