My wife likes nothing better than an afternoon sitting with the newspaper and a cup of coffee, while I spend less than a minute with the daily paper on any given day. She is a reader and I am merely a subscriber. In offline media we have less accurate ways to measure how much attention a particular medium captures than we do online.
Skift published an interesting article recently, The Top 28 Consumer Travel Media Sites Around The World, which ranks the top travel sites by number of visits. It occurred to me that in the numbers from Skift is a different way to measure value. My reading of my local newspaper is of less value to editors and advertisers alike. In the same way I would assert that the longer a site holds someone’s attention, the more likely they will be affected by its content.
I took the the 28 sites from Skift’s list and calculated the total hours of engagement each site earns in a month. We should note that Skift did not include TripAdvisor because it relies on user generated content. It would certainly rank at the top of the list.
The next thing that surprised me is that if I take the number of downloads for Amateur Traveler from last month, assume that only one person listens to an episode (not true) and that people only listen once (some have written that they listen 3 times) and that on average people listen to half an episode, then the total attention that Amateur Traveler had last month would be ranked on this list above some better known sites like Gogobot.com, Budgettravel.com, Gadling.com and Bootsnall.com.
Interesting enough, the hours of engagement for the Amateur Traveler audio show got as high as 47,985 for a September when the show was being promoted. That would put it higher than popular sites like Frommers.comand SmaterTravel.com. These hours do not count the website, the video show, or This Week in Travel.
So… is attention a reasonable measure for influence?
|SITE||ESTIMATED VISITS, OCTOBER 2013||Time on Site (seconds)||Hours of Engagement|
|About.com Travel||6.8 M*||90**||170,000|
|Amateur Traveler||95 K||1050||27,735|
* The visitors for About.com comes from Comscore
** The time on site estimate for About.com is an estimate by me
*** Rick Steve’s has a very popular travel podcast which is not included in these numbers. Their ranking would be much higher if they were included.
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