Pew Project: Readers Still Flock to Staggering Old-Media Outlets for Online News

Journalism’s big print players still tend to dominate in the online space, according to the Pew Project for Excellence in Journalism’s State of the News Media report released yesterday.

Among 4,600 primary news sites surveyed, the top 7% get 80% of traffic, according to the report. Sites run by old media companies dominate the top of the charts. Sixty-seven percent of the top 199 sites were from old-media sites — 48% of the top 199 were newspaper Web sites. Online-only sites make up 33% of the top 199 sites, and they get a 34% share of the traffic.

Traditional media Web sites shouldn’t be resting easy, though:

Aggregators make up 27% of the top news websites and a few are among the most popular of all. Four of the top six news sites are either pure aggregator sites (Yahoo and Google News) or include a strong element of aggregation with some editing or original content (MSNBC and AOL).

Plus, user engagement on online-only megasites Daily Kos and Drudge Report is incredibly high, especially given their broad audience:

Daily Kos averages 48 minutes per person per month and the Drudge Report nearly an hour, five times the average news site Given that minutes per person per month is partly a function of audience size, it is even clearer that these sites have a loyal audience. Neither site is in the top 30 in terms of audience, but in terms of time spent on the site per month they are No. 1 and No. 2.

For more on the methodology, click here.