EXCLUSIVE: Top Newspaper Web Sites Make Big Gains in Unique Users

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By: Jennifer Saba

Almost every newspaper Web site that made May’s top 30 list ranked by traffic increased the number of unique users, year-over-year.

Traffic at The Dallas Morning News soared 156% to 3.2 million uniques compared to May 2007, thanks to search-engine optimization and the Yahoo alliance. The Star Tribune in Minneapolis grew 136% to 2.3 million users in May year-over-year.

The New York Daily News was up 91% to 4.3 million uniques. In Atlanta, traffic grew 74% year-over-year at the Journal-Constitution.

Politico swept the list, growing its traffic 262% to 3.5 million uniques compared to May 2007.

The data is the latest from Nielsen Online, which provides E&P a custom list of the top 30 newspaper Web sites by traffic. (E&P and Nielsen are owned by the same parent company.)

Only three Web sites had year-over-year declines in traffic, not including the Houston Chronicle, which had flat growth in May compared to the same period a year ago.

Below is the list of the top 30 newspaper Web sites provided by Nielsen. The percent change compares May 2008 uniques with May 2007 uniques. Also keep in mind there are several reasons why traffic fluctuates, including news events.

The top 30 newspaper Web sites in April can be found here. http://www.editorandpublisher.com/eandp/search/article_display.jsp?vnu_content_id=1003809597

Brand or Channel — Unique Audience (000) — % Change (YoY)

NYTimes.com — 21,340 — 67%
USATODAY.com — 10,785 — 13%
washingtonpost.com — 9,204 — 7%
LA Times — 7,223 — 24%
Wall Street Journal Online — 6,003 — 38%
Boston.com — 4,962 — 23%

Chicago Tribune — 4,415 — 48%
New York’s Daily News Online Edition — 4,331 — 91%
New York Post — 3,966 — 1%
The Politico — 3,530 — 262%
The Houston Chronicle — 3,414 — 0%

Newsday — 3,390 — 90%
SFGate.com/San Francisco Chronicle — 3,340 — (-10%)
DallasNews.com – The Dallas Morning News — 3,230 — 156%
Atlanta Journal-Constitution — 3,218 — 74%
International Herald Tribune — 3,130 — 83%

Chicago Sun-Times — 2,643 — 42%
Star Tribune, Minneapolis — 2,337 — 136%
Sun-Sentinel — 2,214 — 85%
The Seattle Times — 1,915 — 6%
The Detroit News — 1,775 — 91%

Baltimore Sun — 1,768 — 1%
Village Voice Media — 1,722 — 43%
Boston Herald — 1,700 — 29%
Detroit Free Press — 1,674 — 46%
tampabay.com — 1,615 — 18%

Azcentral.com — 1,579 — (-7%)
Seattle Post-Intelligencer — 1,562 — (-12%)
The Indianapolis Star — 1,536 — 88%
Philly.com — 1,494 — 1%

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