Mumbrella redesign delivers first million page month while AWW sees 26% digital decline

Mumbrella has become the first media and marketing website to deliver more than 1m page impressions in a month, new data from the Audited Media Association of Australia reveals.

The big jump in page views for Mumbrella coincided with the launch of Mumbrella’s new website on May 10, including an improved mobile site which has seen far greater usage by readers.

According to the AMAA, during May Mumbrella delivered 1,414,772 page impressions.

This was well ahead of Mumbrella’s previous record of 939,394 delivered in February.

Within the sector, the next biggest was Campaign Brief with 294,210 page impressions, followed by B&T with 203,428 page impressions.

The other main industry title, AdNews, does not submit its figures for audit, but the last time it publicly shared its internal analytics, it claimed 145,956 monthly page impressions which would put it in fourth place.

Mumbrella also maintained its lead in average daily browsers, delivering 12,906 during May. Campaign Brief was second with 4020. B&T, which slipped into third place in this metric for the first time in April, remained there with 3,526 average UBs.

Among the wider audited sites, Car Advice delivered the biggest audience with 7,824,596 page impressions.

Bauer Media’s Australian Women’s Weekly, one of Australia’s few magazine mastheads with an audited digital number, saw a big drop in audience for new editor-in-chief Kim Doherty first few days at the helm.

Doherty (nee Wilson) took over from caretaker editor Juliet Rieden midway through the month. Previous boss Helen McCabe exited at the start of the year.

According to the AMAA numbers, May saw AWW’s average daily UB’s drop from 30,410 to 22,438, a drop of 26.2%.

AWW’s page impressions fell from 2,547,860 to 2,298,940, a drop of 10%.


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