Salon.com Sees Rising 2Q Readership, Revenue

News site Salon.com announced today that its unique visits have risen 20% year over year for the second quarter of 2010, while revenue has risen 40%.

The company said that traffic from referrals has climbed 120% from the second quarter of 2009, and social media traffic is up 720%. (It perhaps bears noting that social media traffic often constitutes a vanishingly small proportion of a site’s Web traffic, and as such is subject to immense volatility.)

“We are pleased that our efforts to evolve and expand Salon are bearing excellent results,” said Salon Media Group CEO Richard Gingras in a statement.

The company attributed the rising revenue and traffic numbers to the recruitment of new talent, partnerships (including one with bookseller Barnes & Noble).

Salon is also working on using HTML5 to create platforms for mobile devices like the iPad.

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