Access Intel and minOnline have tracked 121 online magazines, and has released the top five by highest percentage-gain of unique visitors.
Saveur.com (a Bonnier property) invites readers to “Savor a World of Authentic Cuisine” took top honors, with 218% growth in unique visits. Its online media kit describes its demos as 75% female of median age 51, median household income of $137,100, and average minutes spent a decent 6.4 minutes. Interestingly, the site is light on advertisers. They include California Olive Ranch and luxury home goods maker One King’s Lane. Saveur.com in 2011 moved away from aggregation to include, for example, Saveur’s Food Blog Awards, more video, and the Saveur 100 favorite recipes.
The conservative-leaning Newsmax.com gained 213% for second-place growth in unique visits. Newsmax.com quotes Nielsen ratings, in claiming itself to be the “Top Independent News Web site” ahead of Associated Press and NPR. The demo is generally well-heeled and educated. Men are 62% of the readership, 43% are baby boomers, 85% are homewners and 22% have an investment portfolio of more than $250,000. Hence, advertisers like Goldline International offering “Gold Delivered To Your Door!” Also, PACs and localized political advertisers through AdSense.
In all instances, minOnline observed, the pubs compete on content, but hedge their bets with, for example, syndication through Yahoo! in the case of BonAppetit.
