Rise of the Super Aggregator and the User-Centric Experience
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How do people really get their news today?
- They do a Google search.
- They go directly to the site of a publisher they know.
- They use a news aggregator and browse stories there.
Reviewing data from Parse.ly, Nieman Labs suggests that in 2018 about 20% of traffic to the average site came from search, with an additional 23% coming from direct referrals. Aggregators accounted for only 8.4% of traffic, but that volume grew by 21% over 2017, making it the fastest changing category.
With millions of people using news aggregators daily, they’re here to stay.
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