St. Louis Papers’ Site Draws Record ‘All-Star’ Traffic

Massive preview coverage of tonight’s Major League Baseball All-Star Game in St. Louis drew record Web traffic for the St. Louis Post-Dispatch Monday, according to editor Arnie Robbins.

He said the paper’s Web site had 2.7 million page views on Monday, its highest one-day total since launching in the mid-1990s. The previous record of 2.55 million was reached one year ago on July 20, 2008, when the sale of hometown brewer Anheuser-Busch to InBev was completed and a local firefighter died.

“It was a combination of InBev and we had some severe storms then, too,” Robbins said of the last record. “We had a lot of cool stuff this time on the game. The most interesting was a video—Cardinal Culture—a six-minute video of fans who love the Cardinals.”

Robbins said the Web spike is largely due to the huge following for baseball locally and national interest in the annual mid-season classic. “We have the best coverage of the All-Star game anywhere,” he added. “Fans from the area want to know about things like traffic around the game and events, and out of towners basically are fans of the game who want to know about this game, too.”

The Post-Dispatch also ran a 12-page special section on Sunday, which had a wrap of a photo of Cardinals legend Stan Musial and current All-Star Albert Pujols. The paper is already selling a poster image of that Page One online for $19.95.

Both today’s paper and Wednesday’s include a four-page wrap of All-Star coverage, Robbins said. He adds that single-copy press runs on each day have been boosted by at least 20,000 copies.

Nielsen Business Media