Fairfax Media reports an increase in site metrics following revamp

Fairfax Media has seen an increase in its traffic and user sessions since the revamp of its Sydney and Melbourne stables two months ago, according to data seen by Mumbrella.

The new results provided by Fairfax Media show traffic for the Sydney Morning Herald has risen 9.9% month on month, while The Age has seen a 13.52% increase in its traffic, based on gross impressions, since the relaunch.

The revamped Fairfax Metro websites relaunched early this year

The mastheads were relaunched earlier this year, as part of Fairfax Media’s new commercial strategy, which looked to move away from what chief revenue office Matt Rowley called “cheap inventory, sold by the kilogram”.

Fairfax Media is also reporting users sessions have increased by 6.6% while The Age has seen a month on month increase of 17.65%. For both websites, average engaged time on site has swelled by over 10%, according to its Google analytics.

On top of time spent on site, Fairfax Media has said the average time spent on its advertising formats has increased. The publisher shifted from 38 to four ad formats, in pursuit of more engaging content.

Since relaunch, inline scroller formats – where an ad runs inline wit a content feed – saw an average engagement of 16.78 seconds according to data from Celtra. Average time in view of the mini-scroller formats is 4 times the size of the newsfeed market average of 1.7 seconds, at 6.5 seconds.

Inline scroller campaigns now deliver first interaction rate of between 1% and 2%.


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