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Top 5 b2b Magazine Website Gains
Steve Smith

This week’s top 5 shows final unique visitor percent gains for b2b magazines’ websites. We took the most recent data available from min’s b2b digital boxscores and looked at October vs. September of 2008. We considered b2b magazine websites with a minimum of 150,000 uniques per month. Note that all data is provided by each publication individually so the sources vary.

While some business information sites gave back the bursts of activity they enjoyed last month, overall b2bs advanced in October. Media industries fared well, for instance. HollywoodReporter.com (+44% PV, +54% UV) and AdAge.com (+14% PVs, +32% UVs) rode high as the fall film and TV season took hold. All of Reed's book biz titles benefited from the fall book season and library ordering. LibraryJournal.com (+13.34% PVs, -3.40% UVs) and Publisher's Weekly (+8.33% PVs, +12.63% UVs) grew pages if not audience beyond their usual range.

We looked at at consumer magazine websites with a minimum of 300,000 uniques per month and B2B sites with a minimum of 150,00 Of the 114 sites we track, 81 fell into this category. It should be noted that all data is provided to us by each publication so the sources vary.

Although more eyes were on media and ad markets overall in October, the production side was mixed. After a very big September spike, BroadcastingCable.com (-35% PVs, -46% UVs) dove right back down to much the same traffic and audience levels as it had in August. But Access Intelligence's (parent company to min's b2b) own StudioDaily.com (+17.96% PVs, +6.57% UVs) grew far beyond its summer numbers.

See full chart in min's b2b Dec. 8 issue here.

See the consumer website gains here.

COMMENTS

I don't think looking at month-to-month variations in unique visitors is a very useful or informative way to gauge the growth of websites. Most b-to-b sites, including ours, have wide seasonal swings in unique visitors based on the number of business days per month, holidays, number of high-traffic days (i.e. Mondays) per month, etc.

A much more useful approach is to look at the year-over-year increase in unique visitors. This approach favors websites that have developed sustainable, long-term increases in web traffic, and not those that benefitted from a one-time spike in usage for reasons completely unrelated to a real increase in their audience reach.

Posted by John Fitzgerald on Friday, December 12, 2008 @ 03:15 PM

John, year-to-year comparisons don't work for websites. min does monthly, quarterly and yearly comparisons for print, but with sites, it doesn't work. The main reason is that web sites are still too new and doing a year-to-year analysis wouldn't accurately reflect the growth of the site or the brand. Websites are redesigning and relaunching all the time, which affects traffic drastically.

Posted by Amy on Monday, December 15, 2008 @ 09:08 AM

Amy, I couldn't disagree more with you on your opinion of YOY traffic. Internet usage is highly cyclical, with lulls in traffic in the summer, around the holidays, and in months with less than 31 days in them. Anyone that I know that pays off of traffic metrics pays off of YOY data. I'm not saying that monthly traffic doesn't matter, I think you need both. In fact, many Web analytics packages provide both as a default view.

Posted by Prescott Shibles on Monday, December 15, 2008 @ 08:04 PM

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