The Washington Post has shown its ability to make big traffic gains, aggressively embracing social platforms like Facebook and pumping out more viral video fare, states Digiday.
According to Digiday:
“Last year, it made a big show of surpassing The New York Times in traffic, with multiplatform uniques now at 63 million, up 32 percent year over year, according to comScore.
“But these days lots of traffic doesn’t automatically mean a healthy financial foundation for publishers. That’s why the Post is focused on getting people to open their wallets and subscribe once they start becoming regular readers. Being privately owned by Amazon founder Jeff Bezos, the Post doesn’t release much in the way of numbers, and digital circulation is said to be a minor part of the reported $60 million it collects in digital revenue. But digital-only subs have grown 145 percent year-over-year, mostly coming from the U.S. outside of D.C. and including a “significant” portion from overseas, according to Beth Diaz, vp of audience development and analytics.”