All conversations I keep having about the economics of a news web sites revolve around two key ideas: how to increase both the duration and the depth of a visit. In this respect, much work remains. For August 2009, here are the numbers of page views, as measured by Nielsen Net Ratings on the French market. :

  • Online gaming:         between 400 and 600 page views per person and per month
  • Facebook:………………………411
  • Google:………………………….260
  • Meetic (dating site) :………..208
  • Leboncoin (free classified):..182

That was for the top 17 French sites ; further down in the rankings, medias sites go like this:

  • TF1 (n°1 television network):…39
  • Le Monde (national daily):………24
  • Ouest-France (regional daily):…22
  • 20 minutes (national free):…….20
  • Le Figaro (national daily):………20
  • Les Echos (business daily):…….14
  • Rue 89 (pure player):……………10
  • LePost (pure player):………………8
  • Liberation (national daily):……….8
    (Those numbers apply widely elsewhere as behaviors don’t vary much from one market to the other)


Well. You see where I’m going: if you set aside tricks such as massive video or slide-show contents used to artificially increase page view numbers, heavily used news sites such as Le Monde’s or Le Figaro’s get less than 5% of the monthly page views of a gaming site. Agreed, you shouldn’t compare gambling and consuming information; but in analog life, there isn’t the wide difference we observe in the digital universe, on line, between the amount of time people spend playing the lottery or betting on horses, and reading a newspaper or a magazine. In other words, the internet hugely accentuates the viewer’s “engagement” in favor of social entertainment, at the expense of consuming solid, but static contents such as news. Depressing indeed. But here is the good news: there is room for improvement.

If we take 4 pages per visit as a credible average for a news site, adding 2 more pages  per visit will sharply increase the actual advertising revenue per visit. Not by 50%, of course, since the more you add pages, the less valuable they become (CPM drop fast once you leave the hottest part of a site), but still worth the effort. More