Huffpo audience down half a million in a year despite launch of Australian operation in August

The massive publicity surrounding the Australian launch of the Huffington Post failed to make a major impact on the website’s local traffic which rose from 1.039m in July to 1.058m, outside the top ten news sits in the country.

huffpo australia logoWhile the Nielsen online rankings show the Huffpo has been stable at around the 1m mark this year, its number is well down on August last year where the site recorded its peak Australian audience of 1.681m, despite it now featuring Australian content from more then 30 locally-based staff.

News Corp’s main news website remained top of the rankings despite seeing its audience fall month on month, following up last month’s record breaking unique audience of 4.106m, with an audience of 3.883m in August.

The rest of this month’s top ten were relatively stable, although viral content website Buzzfeed would have made tipped the BBC out of the top ten with an audience of 1.712m, were Nielsen to allow it to move from “multi-category news” into the “current events & global news” category.

As Mumbrella revealed yesterday, Buzzfeed is again asking the industry body the Interactive Advertising Bureau (IAB) and its contractor Nielsen to reassess its classification given it now has a local staff of 25, including six reporters, and recently received Canberra Press Gallery accreditation.

Buzzfeed’s audience in the last 12 months has moved between 1.5m and 1.8m, although it argues it is one of the worst affected publishers by the lack of mobile numbers in the ratings.

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“We are pleased with the audience momentum and social engagement HuffPost Australia is achieving since launching on August 19. Our internal audience data, which includes mobile traffic, shows that more Australians than ever are visiting HuffPost,” said a Huffington Post Australia spokesman.

The August Nielsen Online top ten rankings remained relatively stable overall with,, ABC news, The Daily Mail, Ninemsn and Guardian all holding their places with unique audiences of over two million.

Yahoo7 overtook The Age this month with an audience of 1.95m well up from the 1.783m it posted in July.

National broadsheet The Australian had a unique audience of 1.241m, down marginally on last month, industry super funded news operation The New Daily had an audience of 370,000 last month.

Comment has been sought from the Huffington Post Australia.

Nic Christensen 


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