BREAKING NEWS & VIEWS

MarieClaire.com Makes Millions of Friends
Friday, February 20, 2009
Steve Smith

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As we assembled our exclusive min’s Digital Boxscores for the issue that lands on your desk Monday, we couldn’t miss the incredible traffic spike Hearst’s MarieClaire.com enjoyed in December. An otherwise down month for most titles turned into a trebling in audience size for the brand: 3.8 million unique, up from 932,000 in November. We asked for details, and the site was happy to crow over the portal dividend it was enjoying from partnerships at Yahoo and MSN.

MarieClaire.com tells min that a story about Warren Buffet’s granddaughter (“Billionaire Black Sheep”) ended up on partner Yahoo’s powerful front page and netted 2.4 million uniques and 3.2 million page views. “Six Ways to Dump Someone” also got Yahoo exposure to add another 198,000 uniques and 1.3 million page views. At partner Yahoo Shine, which we profiled recently in min, “5 Ways You’re Sabotaging Your Relationship” grabbed 73,700 uniques and 1.3 million page views. Meanwhile at the MSN home page, a MarieClaire feature on top fashion trends of 2008 added another 60,500 uniques and 822,000 page views.

Of course we shall see in the January numbers whether any of MarieClaire.com’s fast portal friendships turned into lasting bonds.
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