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CHARTING THE INDUSTRY
Top 5 August Digital Gainers: Kardashians, Smiths and bin Laden, Oh, My!Monday, October 31, 2011  Like news during the summer months, online traffic can be driven by a lot of off-beat story lines and traffic flows. Back in the day when the desktop and office/university traffic were key drivers of activity, summer sang the blues when it came to page views and uniques. In the post-PC age of ubiquitous connectivity, breaking news and hourly check-ins on a celebrity crisis are in your pocket. As we explore in our detailed monthly charts this week in min’s exclusive digital boxscores, August was good to many site that were driven by specific stories. Among the top gainers in audience, for instance, US magazine (USmagazine.com) added 3.6 million uniques in part from its coverage of the Kardashian wedding. In their perennial competition with People.com, the Wenner Media site went all out from the day of the wedding into the next week when People had its exclusive cover story coverage. US was giving up to the minute posts about who came, who didn’t and who wore what. The NewYorker.com bump of 77.30% in uniques came from two well-circulated features, a thorough profile of the then-hot GOP candidate Michelle Bachmann as well as a detailed account of the raid on Osama bin Laden’s Pakistan compound. TraditionalHome.com got traffic the old fashioned way – sweepstakes – that garnered over 1 million page views over is two month entry period. Speaking of uber-rich celebrities and the lure of opulence, the Kardashians were not the only one-percenters getting traffic from the other 99% in August. At Architectural Digest, it was all about celebrity – a feature on Will Smith and Jada Pinkett Smith’s over-the-top Malibu Home. See complete digital chart of 126 consumer magazine traffic in August collected by min from the publisher.
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