Online publishers take a traffic hit due to Easter break

AMAAMany of Australia’s smaller online publishers took a hit in last month’s audited traffic numbers, due in part to the proximity of the Easter and Anzac Day long weekends.

The Audited Media Association of Australia’s April numbers show sites like Pedestrian.TV falling 31.48 per cent to 40,149 average unique browsers (UBs) a day, while Private Media’s Crikey fell 22.02 per cent to 19,472 UBs a day as did HotTomato’s Gold Coast news website which was down 6.12 per cent to 13,325 UBs a day.

Entertainment guide Timeout was one of the few larger websites in the audit to maintain its traffic in April, recording a small rise of 2.13 per cent to 35,107 UBs a day as people looked for activities in their cities across the long weekends. 

The rest of Private Media’s online properties, which rejoined the AMAA survey in March this year, posted mixed results. Property Observer was up 8.24 per cent to 7,188 UBs a day, new arts review site Daily Review was up 16.67 per cent 3,145 UBs a day, as was Smart Company which was up 4.34 per cent to 8,942 UBs a day, while StartupSmart had a fall of 11.30 per cent to 2,014 UBs a day.

For the second month in a row Broadsheet did not appear in the audit.

Mumbrella was ranked fifth in the survey with 12,043 UBs a day, down 11.88 per cent on the month before. Campaign Brief’s main website had an average of 3,247 UBs a day, down 7.06 per cent. Yaffa Publishing, publisher of AdNews, and Cirrus Media, publisher of B&T, do not participate in website auditing.

The audit only accounts for browsers inside Australia.

Nic Christensen 


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