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BREAKING NEWS & VIEWS
Mag Brands Post Big Online Traffic Gains in 2011Thursday, January 5, 2012 The overwhelming majority of the more than 120 magazine branded Web sites in min’s exclusive Digital Box Scores saw double digit gains in their  audience through much of 2011. According to our year-over-year run down of traffic to our Box Scores members between October 2010 and October 2011, unique visitors at growth leaders NewsMax.com and Saveur.com were up over 200%. For brands like More.com and bonappetit.com, audience more than doubled in a year. And at most other sites, unique visitors grew in the mid double digits.As we explore in greater detail in next week’s issue of min, most sites credited both content innovation as well as distribution strategies. One interesting twist came for Paste magazine, which stopped printing issues and went to a combination of PasteMagazine.com and paid access to the Web app mPlayer site. The free site has seen its online audience more than double since the change. The company tells minonline that the mPlayer subscription product not only helps improve profitability but also is driving interest to the free site. Like many women’s service sites this past year, Shape.com has learned how to move beyond Facebook and leverage a range of social media traffic sources. The site located key “social ambassadors” who magnified their brand loyalty through their own social graph. But in addition to building the Facebook and Twitter followings, Shape.com also explored to great effect site referral engine StumbleUpon and especially Pinterest. The image sharing social net Pinterest has been popping up throughout late 2011 in our discussions with sites, especially in the fashion and service sectors. Like many of the top growth sites among magazine brands Shape fed the new linkage opportunities with content that resonated across the networks. It emphasized news that responded to trending in Google, Yahoo, Twitter and bing, which paid off in more search referrals. At the same time the content itself added more of the sticky page-turners like addictive photo galleries. For the complete chart of page view and unique visitor growth at the major magazine brands online, see next week’s issue of min. If you have breaking news to share please contact min’s editors.
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