The Verge’s Dramatic Redesign Boosts Loyalty Even as Readership Dwindles

The publisher, like much of the industry, has seen traffic steadily decline

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When The Verge launched its redesigned website last September, editor-in-chief Nilay Patel admitted that the effort was motivated, in part, by a desire to capture readership from Twitter users fleeing the platform.

One year later, the Twitter prediction has proven prescient, and thanks to new site features and ad products, people are coming back to The Verge more often.  

From January to September, The Verge saw its readership increase 15%, according to Patel. In the same timeframe, its loyal user base, which it defines as a reader who visits the site at least five times per month, increased 62%. (Twitter,

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