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Magazine Web Site Traffic Up 11 Percent in Q4

MPA: Consumer sites average 75 million unique monthly visitors during period.



By Jason Fell
03/03/2009

Consumer magazine Web sites saw traffic grow 11.1 percent in the fourth quarter of 2008 compared to the same period in 2007, the Magazine Publishers of America said during its annual Magazines 24/7 event today in New York.

On average, 75 million monthly unique visitors logged onto consumer magazine sites during the fourth quarter, up from 67.5 million during the same period in 2007. Visitors also spent a third more time on magazine sites, the MPA said, averaging 2.4 billion minutes per month—a 34.4 percent increase from 1.78 billion minutes during the same period the prior year.

While traffic numbers are growing for magazine Web sites, there have been indicators that there is still a major disconnect for print readers and the Web, according to the results of a consumer survey from PR shop The Rosen Group. While nearly 80 percent of respondents indicated that they subscribe to magazines, just 7 percent said they seek out the Web sites for the magazines they subscribe to.

The Rosen Group polled 316 respondents, ages 12-75, online from February 18 to 23.

The MPA’s findings were based on analysis of Nielsen Online-supported data collected from 476 online consumer magazine brands.

By Jason Fell
03/03/2009




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