The Daily News' bid to reposition its website as a
nationally-facing product appears to be paying off, according to a story atcapitalnewyork.com.
Since the redesign and relaunch of the News homepage as
"Daily News America" at the beginning of July, unique visitors to
nydailynews.com have risen 21.6 percent to 19.1 million in August from 15.7
million in June, according to metrics from the web measurement firm comScore
that the News circulated internally today.
That puts the Daily News in the same digital ballpark as
bigger papers like USA Today, The Washington Post and The Los Angeles Times,
according to a comScore ranking compiled by News management.
In print, the News has the fifth highest circulation in the
country, but almost all of its distribution is in the New York area. By
tailoring its website to a wider audience through a combination of photo-heavy
celebrity news and re-write coverage of the most click-friendly national
stories of the day, the News is hoping to capture advertisers that wouldn't
necessarily be compelled to position their brands alongside local fare.
"We can now say with confidence that we are a national
player," wrote News president Bill Holiber and editor-in-chief Colin Myler
in an effusive memo to staff on Monday. "Every aspect of the content being
created, whether it be national, international or local, has had a significant
impact on our great web audience growth. From covering the Aurora cinema
massacre to the Sandusky trial, from the TomKat divorce to the Empire State
shootings, we have consistently led the field with fast, accurate and
intelligent reporting."
Their note also included the requisite jab at the competition:
"In case you were wondering, the New York Post website does not figure in
the ComScore premier league of players."
News chatter has it that the Post is cooking up its own
national web offering, but Post sources were unable to confirm that this is
true.
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