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Parse.ly "Authority Report" Finds Newsroom "Efficiency" Averages

Industry Baselines Highlight Relationship Between the Amount of Content Published by Authors and the Number of Views by Visitors on Digital News Sites

NEW YORK, NY -- (Marketwired) -- 02/27/14 -- Parse.ly, a web publisher analytics platform, releases their quarterly trend report today, the "Authority Report." Based on over 8 billion page views of data from hundreds of premium news and content publishing websites, the Authority Report compares four publishing metrics and analyzes the results across cohorts based on size and coverage vertical.

The metrics examined are averages of: posts per day, daily page views per post, number of daily authors, and daily page views per author. The raw data and the ratios allow any publisher to view their work against an industry baseline.

"Parse.ly is in a unique position to look at aggregated trends across the industry because of the way we structure data for content and our large publisher network," said Parse.ly's CEO, Sachin Kamdar. "Understanding the relationship between posts, authors, sections and topics gives digital publishers powerful feedback that allows them to optimize around their goals."

Top findings include:

  • Websites with more than one million page views per day, on average, produce 2.44 times more total site content (posts). However, the lift in page view per post is only 1.3 times as large as sites under a million page views per day.
  • Authors at sites with more traffic produce more content: each reporter at a site with over a million page views per day produces almost twice as many posts per day than writers who work for smaller sites.
  • Any non-niche news site, one that doesn't only focus on a specific subject matter or industry, produces 17 more posts per day than any category specific site, but they do not see an increase in page views per story.

The Authority Report looks at aggregated data, but Kamdar stressed that analysis on an individual site is key to achieving success: "Understanding industry trends gives publishers a solid benchmark to compare their own sites against. However, it's through understanding how your own audience consumes your content that publishers can gain the key insights they need to reach their long term goals faster," he said.

About The Authority Report
The Authority Report is a quarterly analysis of data and trends based on billions of page views and hundreds of news websites using Parse.ly. Each report provides information on the top 25 referring domains of traffic and an in-depth dive on a trend in digital content creation using data and analysis. Subscribe for free to receive the full report, to see past reports, and to be the first alerted when new reports come out. Visit www.parsely.com/authority/2014/02 to see a visual interaction of this month's data and subscribe.

About Parse.ly
Parse.ly connects digital creators with their audiences through data, analytics and optimization technology. Our elegant dashboards deliver clarity through real-time, visual insights about how web visitors find, read and share content online. The personalization platform leverages these insights to help product teams create hyper-engaging experiences in minutes. Editors and engineers from organizations like Conde Nast, The New Republic, Upworthy, Fox News and many more turn to Parse.ly to supercharge their digital strategy.

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Clare Ondrey
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Parse.ly
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