As media companies wind down the year, for a great majority it’s all about traffic. How good were this year’s numbers? What does 2017 look like? How many readers relied on ad-blocking software? And so on.
In the case of Hearst magazines, traffic was through the roof in November. All told, the digital side notched a combined record of 197.5 million unique visitors, an increase of 26% over the same period in 2015.
What’s more, per Adobe Analytics figures shared with FishbowlNY, six Hearst Magazines Digital Media (HMDM) portals registered in November individual-brand records:
– Country Living surpassed 17.7 million unique visitors, up 27%;
– Esquire broke 16 million, up 33%;
– Harper’s Bazaar earned 12.2 million, up 26%;
– Marie Claire climbed to 9.2 million, up 24%;
– Town & Country broke 2.2 million, up 113%;
– Best Products hit 7.4 million unique visitors, up 10,946%.
Regardless of the fact that the digital-only Best Products was launched just 13 months ago, let’s briefly imagine how fun the holidays are going to be for staffers associated with that end. Here’s one side of how an eggnog bowl-adjacent conversation might go: “Oh, cool. Yeah, I know a lot of publishers now have product recommendation sites. How’s your traffic?… What? Did you just say your traffic went up by more than ten thousand percent?… Honey!!! You’ve got to hear this!”
Among the most-read Hearst magazine stories in November were a Harper’s Bazaar interview with actress Gabrielle Union, who spoke candidly about race and sexual assault; Country Living’s coverage of the 2016 Country Music Awards, which included a piece for which eight past CMA winners reflected on their triumphs; and Esquire’s ranking by Nick Schager of the 25 best films of 2016. La La Land is nowhere to be found on Schager’s list, which was updated in December, while his No. 1 pick stretches the very definition of “film.”
Finally, if you’re like us, one particular headline in the marieclaire.com screen grab above stands out. To bookmark-read the magazine’s exclusive excerpt from Valley of the Gods, Alexandra Wolfe’s forthcoming book about the culture of Silicon Valley, go here.
Previously on Adweek:
How Hearst’s Executives of the Year Are Building a Magazine Company for the Future