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Sunday, November 29, 2009

Growth may be slowing, but it's still sloping up

Analysis by Mark Fuerst

Our October to October comparison finds overall growth of 9%, an increase of almost 700,000 visits, to 67 sites and services monitored by PMM.  This group of sites added nearly 2 million additional Pageviews (vs. Oct. ‘08), but not real change in pages per visit (2.706 in Oct. ’09 to 2.696 in Oct. ‘08). This is the second year-to-year comparison we have able to produce using our system of aggregated Google Analytics. In July, we published a May ‘08-to-May ‘09 comparison of a slightly smaller group of properties (55 sites) and found the group,as a whole, and increased monthly visits by 17.8%.

In this analysis we looked at 67 web properties, from large market joint licensees to some smaller rural stations and project sites. We found visits were up by just over 9% from Oct. ’08 to Oct. ’09, with some leveling on several fronts:

• The gross increase in visits (yr-to-yr) is down from May, but hardly flat;
• A smaller percentage of properties showed year-over-year increases. In May, 71% of the sites showed positive growth. That’s down to 51% (36 out of 67).
• There is a shift in leadership. Some different sites are emerging as the “engines of growth.” Several new stations are setting the pace. That may change again as seasonal interest waxes and wanes.

One thing hasn’t changed: The top line numbers continue to be substantial—8.3 million visits and 22.5 million pageviews. That should be the foundation for some kind of revenue stream. But so far, few PMM subscribers have been able to convert their traffic into dollars.

 The full analysis is available to PMM subscribers on the Documents and Download page.

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