ABC releases online traffic stats for local newspaper websites

The Audit Bureau of Circulation released online traffic results for local newspaper websites today, based on the second half of 2012.

The results show that Iliffe News and Media, which along with Northcliffe Media was bought by Local World at the end of last year, recorded the biggest increase as a media group for average monthly traffic across its sites. The Local World deal came into effect from 30 December 2012.

An increase of 17 per cent period-on-period prompted a rise in monthly unique browsers to more than 1 million unique browsers (1,050,017) in the six months ending December 2012.

Northcliffe Media, which was also bought by Local World last year, recorded the second highest increase in monthly traffic period-on-period, with a rise of 11.7 per cent in monthly browsers.

According to today's results, Johnston Press websites and Trinity Mirror's regional network recorded slight falls in traffic overall when compared to the first half of the year, but all publishing groups reported year-on-year increases.

Now Local World-owned Iliffe News and Media recorded the biggest year-on-year increase in average monthly traffic of 32.5 per cent.

Looking at individual newspaper websites and Scotsman.com recorded the highest number of monthly unique browsers, with 1,855,101 on average across the six months. The Scotsman website was closely followed by Manchester Evening News which recorded a monthly average of 1,854,414.

The results reflected increases year-on-year for both websites, but a higher increase for MEN of 24.2 per cent compared to 5 per cent for the Scotsman.

The biggest year-on-year increase in monthly unique browsers was recorded by the website for the South Wales Evening Post with a rise of almost 65 per cent.
 
Acting editor Cathy Duncan told Journalism.co.uk "every member of the editorial team was now playing a part in improving the digital product".
 
She also added that the title's coverage of Swansea City football club has attracted "lots of hits" locally and from around and outside the UK.

The latest results show the site recorded a monthly average of 380,128 in the second half of 2012.
 
Duncan said that in time the site hopes to reach similar traffic levels as sister news sites for Hull, Stoke and Derby which she said "have traditionally led the way in the group".

The South Wales Evening Post was part of Northcliffe Media, which is now owned by Local World.

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