Memo to PRs: this is why you should give me all your stories…

Please treat what follows as no more than an entirely partisan thought starter.  

You see, I sometimes get asked by PRs or other organisations to justify why they should give stories to Mumbrella first. And there are only a handful of analytics sources I’ve been aware of that cover Australian media and marketing sites. Alexa is the obvious – and flawed – one.

However, there is one source – Google Ad Planner – which doesn’t seem particularly well known, despite having been around for more than a year. I only came across it this week and I’ve struggled to find much written about it on any Aussie sites, although I hope lots of smart media planners already use it.

Google Ad Planner is aimed at those who book online advertising, but it’s also a handy tool for anyone in PR. According to Google it uses sources “such as aggregated Google search data, opt-in anonymous Google Analytics data, opt-in external consumer panel data, and other third-party market research”.

In this case, I’ve used it to compare data for titles covering the Australian media and marketing industry. And that’s where the bias potentially comes, as Mumbrella is one of those sites.

And do treat the data as all it is – Google’s best estimate. Although many of its numbers seem about right, the figure for page views looks quite high, for instance.

I don’t necessarily recommend these monthly numbers for making ad decisions. For that process all sites should share their internal analytics with you. And that’s also what Nielsen Market Intelligence is for.

But for those who want to know whether to send me their exclusives, here’s what Google Ad Planner says:

Total monthly visits

  • Mumbrella 190,000
  • B&T 140,000
  • AdNews 49,000
  • Marketing Mag 47,000
  • Digital Ministry 37,000
  • Digital Media 34,000
  • Campaign Brief 34,000

Australian monthly unique visitors (based on estimated cookies)

  • B&T 85,000
  • Mumbrella 63,000
  • Marketing Mag 30,000
  • Digital Media 20,000
  • AdNews 18,000
  • Digital Ministry 15,000
  • Campaign Brief 15,000

Monthly page views

  • Mumbrella 840,000
  • B&T 360,000
  • Digital Ministry 240,000
  • AdNews 150,000
  • Marketing Mag 120,000
  • Campaign Brief 91,000
  • Digital Media 85,000

Time on site

  • Mumbrella 10:20
  • Digital Ministry 10:10
  • Digital Media 6:30
  • AdNews 5:40
  • Campaign Brief 5:40
  • Marketing Mag 5:30
  • B&T 4:40


  • B&T 0.3%
  • Mumbrella 0.2%
  • Digital Ministry 0.1%
  • Marketing Mag 0.1%
  • AdNews 0.1%
  • Digital Media 0.1%
  • Campaign Brief 0.1%

And here’s what Alexa says:

Alexa ranking (Australia)

  • Mumbrella 656
  • B&T 965
  • Digital Ministry 1965
  • Marketing Mag 1980
  • AdNews 2880
  • Campaign Brief 3491
  • Digital Media 4111
  • Media Week 38539

 Alexa reach:

Alex marketing press September 09











I’d also welcome suggestions for any other non-subscription data sources.

Tim Burrowes


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