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Growth Spurt for Media Brands on Web
Friday, September 18, 2009
Steve Smith

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Their business models may be up against the ropes, and the hand-wringing over charging people for content has gotten tedious, but media brands demonstrated their dominance of our Web habits in August. According to Compete’s analytics for the month, some of the biggest traffic gainers were not only media sites, but magazine media sites.

Despite its current financial woes and public search for a buyer, BusinessWeek Online was the fourth-biggest gainer in August, moving up 21% for the month to 5.7 million unique users. For the year, Compete finds BWO growing 52%. Likewise, TheStreet.com grew 18%, to 5.3 million uniques. Dow Jones’ MarketWatch (+14%) hit 5.4 million uniques. PCWorld.com made the charts with an 11% increase to 6.2 million users. Time.com, which relaunched a year ago, was up 11% to 8.1 million users.

A new Online Publishers Association study underscores the growing importance of content to the Internet ecosystem. The OPA reports that in 2009, online users spent on average 42% of their time on content sites, up from a 34% share of time spent in 2003. Total time spent on content destinations has nearly doubled since 2003 as well. Content use has grown at the expense of time spent with commerce sites. The 13% of time users spend on community sites has eaten into their time with more traditional communications services (Gmail, instant messaging). Surprisingly, content use continues to dwarf community involvement online, with people spending less than half the time they spend on content sites at community-oriented destinations.

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