Newspaper websites can reduce their traffic by 32.08% by simply asking Google to stop sending them traffic.
Written By Shafqat
In what can only be seen as great news amongst all the doom and gloom for newspapers recently, it seems like newspapers are having the opposite problem to the one we expected: they are getting way too much traffic. So much traffic in fact, that many newspapers are calling out and asking for help from search engines and news aggregators. Organizations such as News Corp and the Associated Press are asking for search engines to stop indexing their content so as not to send them any more free traffic. The ones that are especially inundated by traffic (i.e WSJ) are also asking news aggregators to stop linking to them and imploring them to reduce the traffic sent. By not linking, newspapers can also ensure that their Google PageRanks don’t get any higher since the consequences are severe: even more traffic than they can handle.
In a surprising move, even the Guardian Media Group, an organization that normally enjoys and appreciates incoming traffic is asking for the government to review the role of news aggregators like Google News.
I thought I’d take a few minutes to guage the severity of the “traffic abundance” problem and see how Google and other news aggregators can come to the newspaper’s rescue. With some help from Robin Goad at the Hitwise Blog, I was able to get some statistics to shed some more light here. Although this data is based on UK data, I’m fairly sure it is representative of the wider world as well (in either case, let’s assume some margin of error).
According to the statistics, newspaper websites can reduce their traffic by 32.08% by simply asking Google to stop sending them traffic. If they ask Facebook and Yahoo to stop linking, they can reduce by a further 4.69%. If they really want to reduce traffic even further, they can shut down all news aggregators and that should comfortably reduce their traffic by around 40%. That will leave them with 60% of the current traffic, which I imagine should satisfy their current needs.
Jeff Jarvis, who knows a thing or two about the news business says “Google is far and away the most productive means of sending audience to news sites.” (OK, so he said that two years ago, but he’s ahead of the pack). As such, it is no surprise that newspapers are turning to Google immediately to help solve their current traffic overload problems.
Finally, Jay Rosen also has a great post about this exact same issue, also from two years ago. It seems like these traffic spurts come in cycles, and we’re in the middle of a veritable plague of traffic and readers. The only way to escape this plague is to shut down the aggregators, turn off Google, turn away atleast 40% of your readers and wait for it to pass.
http://blog.newscred.com/?p=182