For two months in a row, The Washington Post has overtaken The New York Times in Web traffic, with 71.6 million visitors in November to the Times’ 68.8 million, according to comScore. The Post has embarked on an aggressive strategy to unseat the Times as the “publication of record,” focusing on social media, viral stories and other schemes to promote its content nationally. But while traffic growth is an important indicator of a publication’s ability to expand its audience, it doesn’t say anything about the ability to keep or monetize said audience.
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