Swimsuits Bring Success to SI.com

NEW YORK Sports Illustrated‘s Web site is once again enjoying a record-setting traffic boost from real and painted-on bikinis.

Since going live on Feb. 12, SI.com’s Swimsuit-issue dedicated section has attracted over 5.4 million unique users who’ve generated 228 million page views, a whopping 41 percent increase versus last year, according to the site’s internal traffic numbers. This year, users seeking barely-there shots of cover model Marisa Miller and IndyCar Series star Danica Patrick have spent more time on the site per visit when compared to last year — over six minutes per user.

During the past ten days, users have averaged 31 page views per person, an increase of 35 percent versus 2007, which was itself a record year, according to SI.com.

SI.com’s swimsuit channel features over 1,500 exclusive photos and over 100 minutes of video from each of the issue’s photo shoots, said officials. This year, the site added a mashup feature that allowed uses to create their own customized videos using snippets from each shoot along with pre-selected music.

The original content and added features are combining to make the Web version of the Swimsuit issue an event of its own, said Jeff Price, president, SI Digital. “The digital component of the SI Swimsuit franchise is becoming as iconic as the issue,” he said. “The initial response to the 2008 Swimsuit launch reinforces the growth patterns that we have experienced for the site over the last several years.”