Social Bookmarking Supercharges Traffic
Discover discovers—and, yes, digs—Digg.
Magazine Web site traffic (up 12 percent in Q1
according to the MPA) continues to be a bright spot in an otherwise rough
year for publishers. Magazine sites are
getting savvier about blogs, video
and user-generated content (especially
A typically brief and unscientific survey of the big magazine
sites reveals some interesting social bookmarking trends:
early movers (circa 2003-2006) still hold the top spots most places. Links to Digg, Reddit (now owned by CondeNet), del.icio.us, Facebook and StumbleUpon live in the
top navigation bars at sites like SI, People, Wired,
New Yorker, Reader’s Digest and Esquire.
new entrants, the Digg-like Yahoo! Buzz
seems to have the most traction. Launched in late February, Yahoo! has been reaching out to
traditional publishers, enticing them with the traffic firehose of the Yahoo! home page. The Buzz button now resides in the #1
spot on the article page templates of many Time, Hearst and Conde sites. Yahoo! claims to have delivered over 16
million page views to publishers in its first two weeks of operations.
everyone covers their bases by including a button from ShareThis or AddThis.
Both services aggregate the literally dozens of other bookmarking
sites, from IceRocket to Propeller to Simpy,
making it easy for users to share your content. AddThis and ShareThis are both less than
two years old and each has over 20 million users.
My take is that there is still tremendous growth here for
publishers as Web users coalesce around half a dozen winners in this space. Managing
your relationships with the bookmarkers (plus what site real estate you bet on
whom) will determine how much of that growth you capture.