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STEVE SMITH
An Excerpt from the min's New Media Report 2007 Edition THE BIG—AND PERKY—TRAFFIC GAINERS OF JANUARY.
THE BIG—AND PERKY—TRAFFIC GAINERS OF JANUARY. Does it really surprise anyone that 2006 was Rachael Ray's year? When we compared January 2007 traffic to the same month last year (a change from our this-month-versus-last-month charting), the perky and personable chef's RACHAELRAY.COM (+681.73% page views, +361.49% unique visitors in January 2007 versus 2006) enjoyed the fastest and largest overall percentile growth. Sure, it is to be expected that sites starting with a smaller base will see higher expansion rates. But Ray's site quickly established a substantial foothold in the women's-service market with an audience of 725,000, and the January-to-January growth was indicative of its explosiveness throughout 2006. In this chart, we ranked the top gainers by unique visitors regardless of the site's starting size. For a different slice of these numbers, go to our new and improved MINONLINE.COM where we also chart those top 25 gainers among sites that ended the period with 500,000 uniques or more. Plus a second bonus chart with every site we track. By the way, RACHAELRAY.COM is tops there, too. But in this cut across all sites a number of digital up-and-comers among magazine brands emerge as brands to watch. Scientific American's SCIAM.COM (+45.10% PVs, +118.32% UVs versus January 2006) more than doubled its audience, as did Hachette's CARANDDRIVER.COM (+87.67% PVs, +101.68% UVs). Remarkably, both brands are making inroads in relatively saturated content segments: tech and auto. Perhaps the best news of all in these numbers is the overall strength of print brands in the Web ecosystem. We have a dozen sites with more than 50% audience growth and almost all of the top 25 expanded by more than a third. Any way you slice, dice or measure it, the top magazine content brands are growing at a pace that is well ahead of the Web norm. That is good news for magazines as they invest much, much more online. Brands still have equity online, and the ROI is becoming more apparent. This is an excerpt from min's New Media Report 2007 Edition To order click here.
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