September not so kind to thepunch.com.au


It appears that the month of September hasn’t been too kind to thepunch.com.au

According to Nielsen Market Intelligence data, user numbers are down by around 20% compared with August.

In August the site generated 241,900 unique browsers, generating 682,319 page impressions.

For September to date (28/9) it has generated 154,121 unique browsers … generating 528,032 page impressions.

It’s average daily browser figure has falled to 8,060, down from 10,969 in August … a fall of 27%

The same issues that I raised with thepunch after month 1 continue to plague the site.

Low user engagement. average session duration is around 4 mins, 30 seconds … which is an improvement but low considering the nature of the content.
Low repeat traffic. Users are generally visiting the site 1.7 times a month … ie, there’s not much repeat consumption and the majority of readers aren’t particularly loyal
the volume isn’t there. 528,000 page impressions isn’t enough to build a business around. The revenue potential of this sort of PI volume in this market is around $20k at 100% sell through (ie selling out of ads).

Anyway – if current data is anything to go by – September will be the worst month on record for thepunch.com.au

It’s been a successful PR initiative – the site is covered in trade press almost regularly and has already won an award … but is it as successful in delivering an engaged, fresh and commercially viable audience?

Advertisements

2 responses to “September not so kind to thepunch.com.au

  1. dudesvanyacouldtake

    ouch

  2. Pingback: Cyberstumped: Why media is offline | importance of ideas...

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s