On January 26, TheWrap will celebrate its fifth anniversary. And when staff gather at the outlet’s west Los Angeles offices for that purpose, there will be extra cause for whooping and hollering.
Last month, guided in large part by the astute Web traffic wisdom and knowledge of executive editor Joseph Kapsch, TheWrap lapped rivals Deadline and Variety by a very impressive comScore margin. TheWrap welcomed a little over 3.4 million unique visitors (its highest monthly total yet), compared to around 2.6 million for Variety and Deadline.
There is, per usual and as mentioned in TheWrap item, a wide discrepancy between comScore’s December 2013 numbers and those tabulated by Google Analytics and Quantcast. Which begs the answer to the question – how can the latter two services measure so many more unique visitors for TheWrap (around seven million)?