Rick Edmonds | Poynter
Pageviews and uniques are not the favored digital metrics they used to be, but as they fell roughly 20% earlier this year at local newspaper sites, the decline sent a chill through the industry.
In a year of soft advertising and rising newsprint and delivery costs, reduced traffic creates an unwelcome added challenge. Programmed ad placements are still sold by total impressions, so less traffic translates to less revenue. A traffic decline also reduces the number of prospective customers who can be started on the path to paid digital subscriptions.
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