Wolff: The Inflated World of Internet Traffic

By: Michael Wolff USA Today

A search on the phrase "100 million unique visitors" turns up an array of sites that includes many you have probably never heard of. That means there are lots of media outlets with audiences 100 times the size of an average night at Fox News, or five or six times the size of an American television network at its peak, that pass under the radar.

We are, as all media people will tell you, in a moment of acute media fragmentation — yet BuzzFeed has an audience larger than the Super Bowl's.