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First Publisher Roundtable Results Show Facebook Outperforms Twitter, Instagram, and Reddit for Driving New Referral Traffic to Leading Media Properties

VigLink and Netpop's Inaugural Report Shows Twice as Many Publishers Satisfied With Facebook Traffic as Compared to Twitter Traffic; Search Engine Marketing (SEM) Is Less Effective

SAN FRANCISCO, CA -- (Marketwired) -- 03/27/14 -- VigLink and Netpop today released their inaugural findings from Publisher Roundtable, a new collective intelligence platform for online content publishers, showing Facebook as the clear favorite social platform for driving traffic to a publisher's Web site. More than 250 Web publishers representing over 30 million unique visitors in monthly traffic are actively participating, including large media properties such as Huddler and Texture Media along with operators of independent blogs and forums. Members of Publisher Roundtable answer questions in online interviews about key topics to create reliable data that establish industry benchmarks and best practices for growing and engaging audiences.

"Publishers face enormous daily challenges trying to establish an audience and grow their businesses. We're pleased to partner with Netpop to support publishers of all sizes with the benefits of professional market research services usually reserved for only the largest companies," said Oliver Roup, CEO and founder of VigLink. "Participation in Publisher Roundtable has exceeded our expectations and we look forward to uncovering insights into additional areas of interest."

Publisher Roundtable is designed to allow publishers who participate to compare their business activities to those of other publishers facing similar challenges. Each member benefits from the collective intelligence in the community. Quantitative and qualitative methods of data collection are used to help online publishers establish their effectiveness across critical business issues such as average spend, channel effectiveness, and operations. The first online interview in Publisher Roundtable focuses on the strategies and tactics publishers use to acquire an audience.

"By partnering with VigLink, Netpop aims to help publishers of all sizes leverage the benefits of strategic market insights and the sharing economy to quickly learn how to strengthen their businesses," said Josh Crandall, Netpop CEO. "It's exciting to share actionable insights on content creation, building and retaining audiences with the passionate publishers who are looking for an edge in this dynamic industry."

Key results of the first interview reveal:

  • Audiences are growing: 6 in 10 visitors are new, rather than repeat visitors
  • Search engines account for 40% of all traffic for blogs/sites, it is more effective than referral and direct entry, and search is an especially important tool for larger blogs/sites
  • SEO is key to building audiences: 76% of publishers with a high percentage of new visitors receive traffic via SEO
  • Social media is key to retaining audiences: 81% of publishers with a high percentage of repeat visitors receive traffic via social media
  • Facebook is the most popular and effective social media site: 99% of all publishers receive traffic from Facebook, but only 41% are satisfied with the traffic they receive from the site

Another actionable insight is a detailed "map" of the blogosphere. Publisher Roundtable identifies the most popular content categories and determines how closely related these topics are to one another. The result is a useful diagram that gives publishers inspiration on how to evolve their content creation efforts.

There's no charge to join Publisher Roundtable and detailed results are available for free. In addition to analysis and reports authored by Netpop analysts, members can generate custom comparison reports, benchmarking their own performance to that of comparable publishers. Additionally, participating publishers can join their peers in private online forums, diving deeper into the topics.

Publisher Roundtable is designed to deliver up-to-date and highly actionable market intelligence that would be prohibitively expensive for any one publisher to generate on a regular basis. Participation only requires the completion of a 10-minute online survey. Publishers wishing to participate can sign up on the Publisher Roundtable home page or via email invitation from participating partners. For more information please visit

About Publisher Roundtable
Publisher Roundtable is a collective intelligence platform designed to help online content publishers of all types grow their business. Through insights and observations shared anonymously with peers, benchmarks can be set and best practices uncovered. Publisher Roundtable is a collaboration between Netpop and VigLink. Netpop is a San-Francisco-based market research and strategy firm that has supported global technology companies and Internet brands for over a decade. VigLink is a content monetization company that helps online publishers earn revenue from the commerce they drive.

About Netpop
Netpop is a San Francisco-based market research and strategy consulting firm with expertise in primary data collection and analysis. Through its new collective intelligence platform, Netpop is generating actionable market insights for businesses of all sizes. More information can be found at and @NetpopSMB.

About VigLink
VigLink technology captures the value of content-driven commerce by making hyperlinks intelligent, allowing publishers to monetize and analyze out-clicks. The largest network of its kind, VigLink maximizes earnings for over 300,000 sites and works with more than 35,000 merchants, processing billions of page views and over five hundred million clicks every month. Founded in 2009 and based in San Francisco, VigLink is backed by top investors including Google Ventures, First Round Capital, and Emergence Capital. More information can be found at or @VigLink.

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