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May 21 2010

09:08

Brand Republic: FT withdraws from ABCe audits for web traffic

In the same month that it launched its own metric for measuring readers across print, online and other media, the Financial Times has officially withdrawn from the monthly audit of UK newspapers’ web traffic conducted by the Audit Bureau of Circulations Electronic (ABCe). It’s been some time since the FT website’s figures were included in the monthly stats – listed as N/A below a print circulation figure in the monthly multi-platform reports issued by the auditor.

Says a spokesperson:

The FT no longer participates in ABCes as volume traffic measures have become less relevant to our advertisers and clients. We do not intend to compete on volume, rather the quality of our registered and subscriber readership.

Full story at this link…

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February 25 2010

18:59

Regional online traffic compared; Johnston Press comes out top

I’ve had a little play with today’s Audit Bureau of Circulations Electronic’s (ABCe) six-monthly multi-platform report for June – December 2009 and produced a few graphs.

Johnston Press was top of the traffic charts with 384,016 daily unique browsers – partly thanks to the Scotsman which attracted 86,694 daily browsers on average over the past six months. In second place for daily unique browsers (which ABCe now prioritises over monthly statistics as a better measure of site popularity) came Newsquest with 320,975 browsers. Closely behind, Trinity Mirror, which recorded 287,130. Of the bigger groups, it was Northcliffe in fourth position with 256,123. GMG saw the biggest drop-off overall when period-on-period monthly unique browser figures were compared: -17.8 per cent.

For the next multiplatform report, it could be all change: GMG regional titles will be part of Trinity Mirror, following the sale agreement earlier this month; and the effect of Johnston Press’ pay walls, launched in November may well have kicked in. They seem to have had a limited effect on this period’s statistics, but it’s worth noting that traffic had fallen for the Johnston Press network from 6,985,175 uniques in October to 6,161,875 in December 2009: down by over ten per cent in two months. Traffic had been dropping off since July, however, well before the pay walls were introduced and of course, the group has only rolled out the scheme over a few of its smaller sites so far.  Unfortunately, the trialled sites don’t feature in the individual site break-down.

This chart shows the period-on-period change for each newspaper group, June to end of December 2009. (ie. compared with the previous six months)

Unique daily browsers, by regional newspaper group:

GMG Regional Network

Trinity Mirror

Iliffe News & Media Ltd (note that the largest column is its entire network overall, which includes other sites as well)

Johnston Press

Newsquest

Midlands News

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