Tag Archives: audience analytics

Web traffic growth no longer matters

During a recent podcast interview, Business Insider’s Henry Blodget admitted something astonishing: Business Insider is no longer seeking audience growth. Instead it’s now focused on wringing more engagement and revenue out of its already-existing audience. This is part of a larger trend in media in which news orgs are no longer pursuing traffic growth for the sake of traffic growth. In this video I explore why scaling your traffic doesn’t necessarily mean you’ll also be able to scale you revenue.