Hitwise Intelligence - LeeAnn Prescott - US
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September 14, 2006
Topix.net Vists up 24% in Past Month
Since Topix.net launched its "click-o-gram" a little over a month ago, its market share of visits has increased by 24% when comparing the week ending 8/12/06 to the week ending 9/9/06, accelerating its market share growth of the past six months. Topix.net ranked at number 29 in the News & Media parent category for the week ending 9/9/06, and received a greater share of visits than major local sites like SFGate, Los Angeles Times and NY Post.
Topix.net net has a strong local focus, and Hitwise clickstream and search data confirm it. For the four weeks ending September 9, 2006, Topix.net received 56% of its traffic from search, and many of the leading terms were local in focus: 'pflugerville texas news,' 'myrtle beach news' and 'chattanooga tn news.' Clickstream data also indicate Topix.net's strength in local news - below is a list of upstream sites for Topix.net in August, filtered by the News & Media - Print category, which overall accounted for 9.9% of Topix.net's upstream traffic in August 2006.
The analysis I've done on other up-and-coming "Web 2.0" sites like del.ici.ous and Flickr shows that users of these sites are typically young and/or urban. Hitwise regional demographic data on Topix.net shows a distribution similar to its forum activity map: some of the states with the highest representation of visitors for the four weeks ending 9/9/06 were Kentucky, Alabama, Mississippi, Tennessee, and North Carolina. In addition, its users were 29% more likely to be over the age of 55 than the average Internet user, similar to the typical online newspaper reader.
Posted by LeeAnn Prescott at 06:53 PM
Posted to News and Media
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Comments
Topix.net is owned by a group of newspaper companies that owns 177 newspapers including all of the papers mentioned above. In the last month, all of those newspapers linked to topix on every page. People clicked from their local papers - not to go look at a flash graph. Whatever it is, it worked so good for topix.
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