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Posts Tagged ‘Wonkette’

What Wonkette’s ‘Internal Metrics’ Say About Site’s Traffic

Earlier this week, FishbowlDC questioned some conflicting reports on Wonkette’s traffic stats. One site claimed 1 million unique visitors, another just half that—both citing Wonkette’s publisher, Rebecca Schoenkopf, as the source. Neither report matched up with public and directly measured data from Quantcast.com. Turns out Schoenkopf was “misheard” by an editor for Dame Magazine (not misquoted, she tells us there’s a big difference). Dame has since corrected the erroneous 1 million figure.

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How Many People Really Read Wonkette?

Things are looking way up at Wonkette, this according to Wonkette. If you’re familiar with the site, then you probably already know where this story is going.

In a recent profile of Wonkette’s publisher Rebecca Schoenkopf, Politico’s Patrick Gavin wrote that Schoenkopf told him Wonkette has “done just great” over the last year, her first as owner and publisher. “‘Things are awesome,’ said Schoenkopf, who puts her traffic based on internal metrics at around a half-million unique visitors a month,” Gavin wrote.

But in reality, you might not think things are so awesome, considering that’s a 50 percent drop from what she was telling Dame Magazine just two months earlier. “‘Since Schoenkopf took over Wonkette in March 2012, all the important numbers are up – ‘traffic’s up 65% on last year, we’re getting a million unique visitors a month, and 3.7 million page views,’” Dame’s Sanjiv Bhattacharya wrote in April, quoting Schoenkopf.

We don’t have access to Wonkette’s internal metrics, but we do have access to publicly-available real ones. Wonkette uses Quantcast, a direct audience-measurement firm for websites that advertisers sometimes rely on when they want accurate and unbiased traffic stats instead of wildly inflated ones seemingly plucked from the air by wayward publishers. Read more