Nielsen reports that newspaper web traffic grew 16% in December. Great news, but it doesn’t matter what their traffic is, the underlying advertising model is broken and it won’t heal itself.
I wrote about this phenomena back in June last year and NOTHING has changed. More web traffic won’t close the revenue gap to offline and it certainly won’t be enough to sustain newspapers across the country. More significantly, if you look at the traffic spread in just the top 10 on Nielsen’s list, you start to get a picture for how difficult it is for a non-major media market newspaper to grow traffic.