Interesting research from Hitwise:
Newspapers And Magazines Face More Dynamic, Complex Landscape As They Transition Online: According to Hitwise, the world’s leading online competitive intelligence service, 26.2 percent of all visits to Web sites in its “News & Media – Print” category originated from another news site (both print and non-print affiliated) in the four weeks ending May 21, 2005. In addition, 18.8 percent of visits to print-affiliated news sites came directly from search engines and directories, 9.0 percent from entertainment sites, and 7.2 percent from Web e-mail services.
While print-news sites receive significant traffic from other news sites, they also lose more visitors (25.8 percent) to them versus any other site category. Other top categories that visitors of print-news sites leave to include: Entertainment (10.6 percent); Business and Finance (9.8 percent); and Lifestyle (7.4 percent).
Very interesting. I’d be interested to know what percentage of that 26.2 per cent of all visits originated at Google News (perhaps the ultimate non-print affiliated news site!). But in terms of demonstrating that the competitive nature of news sites has changed around us – in as much as we’re competing for attention jointly as well as against each other – this is fascinating.