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EXCERPTED
Excerpted from min's New Media Report: Boxscores are A Surfer's Fight-the-Flab Fest The eyeballs returned to content in January after a holiday shopping spree. According to the Online Publishers Association and Nielsen/NetRatings, the share of online time spent at e-commerce destinations fell from an 18% share in
 December 2006 to a 16.1% share in January, while content rose from a 44.3% share to 45.5%.You can see the shift in our own collection of branded magazine sites, as double-digit bounce-backs were the rule rather than the exception. Even within that overall rising tide, there were notable losses and remarkable gains. The food category, which had enjoyed record run-ups in traffic leading up to Christmas, gave some of it back in January: e.g., BHG.COM (-28.79% page views, -29.74% unique visitors versus December 2006). The notable exception to the natural post-holiday drop was the persistently perky RACHAELRAYMAG.COM (Every Day with Rachael Ray), +17.91% PVs, +3.72% UVs) which remains in a growth mode. (See the the Full chart plus more in the New Media Report) 
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 Associate Editor, Incisive Media
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