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as a web player
Small companies still lead in ad impressions
By Jeremy Schlosberg
Now that the hares have
dropped out of the race—less asleep on the side of the road than expired
in the ditches—the tortoises are beginning to move to the head of the
race. Or at least to the middle.
The latest old media tortoise to reveal its staying power
online is Gannett, which has at long last emerged among the Media Metrix
top 50 web properties, coming in at No. 43 in February, according to new
data.
Gannett’s prominence is led by its popular USAToday.com web
site, which was one of the web’s earliest national news sites.
But USAToday.com is just the tip of Gannett’s online
presence, as far as properties go.
According to Media Metrix, the number
of individual web sites rolled into the overall property known as Gannett
Sites is well over 700, including innumerable local newspaper web sites,
20 local TV sites and any number of other local spinoff sites.
The latter run the gamut from TeeItUpMichigan.com to
OzarksHomeSearch.com.
Gannett’s rise onto the Media Metrix top 50 seems loaded
with symbolism, coming at a time when so many companies once deemed
cutting-edge are either struggling or defunct.
Here is a company so mainstream and square and
forgotten by the new media world that a search of the Industry Standard’s
news archive pulls up only eight articles in which the company is even
mentioned. Not one of the stories is actually about the company.
By contrast, APBNews.com, the web-only crime news site that won
awards and went out of business, comes up 50 times in an Industry Standard
search.
Another web site debuting on the Media Metrix top 50
list for February is Exitfuel.com, which is a web site that gets
advertisers to sponsor pop-up pages that users will see after leaving web
sites. Exitfuel.com is a service offered by a marketing agency known as
Internet Fuel.
As such, however, Exitfuel.com is not really a place people
are visiting as much as a web site address being triggered by pop-up ads
showing up in various places around the web.
Media Metrix notes that the average minutes spent per month
on the Exitfuel.com site is a mere 1.6.
|
Top 50 Web Properties |
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|
Property |
Feb. visitors (000) |
Jan. visitors (000) |
Dec. |
Nov. visitors (000) |
% Change Over Previous 3 Months’ Average |
|
1. AOL Time Warner Network |
69,374 |
64,270 |
60,562 |
62,992 |
+10.8 |
|
2. Microsoft Sites |
59,852 |
56,222 |
53,809 |
53,692 |
+9.7 |
|
3. Yahoo |
57,522 |
55,042 |
54,626 |
55,138 |
+4.7 |
|
4. Lycos |
32,384 |
31,847 |
29,965 |
29,610 |
+6.3 |
|
5. Excite Network |
30,535 |
28,763 |
30,819 |
30,025 |
+2.2 |
|
6. About |
23,588 |
22,727 |
21,279 |
22,281 |
+6.8 |
|
7. Walt Disney Internet Group |
20,937 |
21,369 |
20,469 |
22,898 |
-3.0 |
|
8. Infospace Impressions (9) |
18,773 |
19,270 |
18,042 |
17,872 |
+2.0 |
|
9. CNET Networks (8) |
18,435 |
19,338 |
19,953 |
19,497 |
-5.9 |
|
10. Amazon (11) |
18,046 |
17,975 |
21,053 |
19,111 |
-6.9 |
|
11. AltaVista Network (12) |
17,503 |
17,866 |
18,718 |
19,740 |
-6.8 |
|
12. eBay (10) |
16,953 |
18,837 |
19,536 |
17,735 |
-9.4 |
|
13. Napster Digital |
16,929 |
14,426 |
-- |
-- |
+17.4* |
|
14. NBC Internet |
15,357 |
15,654 |
15,921 |
16,055 |
-3.3 |
|
15. eUniverse Network (18) |
14,226 |
14,134 |
15,134 |
11,163 |
+5.6 |
|
16. Ask Jeeves (19) |
13,653 |
12,734 |
11,853 |
12,984 |
+9.0 |
|
17. Viacom Online |
13,493 |
12,377 |
11,825 |
13,766 |
+6.6 |
|
18. Real.com Network (21) |
12,454 |
11,662 |
12,753 |
12,838 |
+0.3 |
|
19. LookSmart (15) |
11,280 |
14,816 |
13,647 |
13,157 |
-18.7 |
|
20. Weather Channel (22) |
10,366 |
10,430 |
12,461 |
9,092 |
-2.8 |
|
21. Google.com (25) |
9,772 |
8,837 |
7,386 |
6,407 |
+29.6 |
|
22. Bonzi.com (34) |
9,385 |
7,811 |
-- |
-- |
+20.2* |
|
23. AT&T Web Sites (24) |
9,358 |
9,281 |
9,121 |
9,141 |
+1.9 |
|
24. American |
9,044 |
7,336 |
9,355 |
9,477 |
+3.7 |
|
25. CitySearch- |
9,038 |
8,013 |
7,181 |
7,416 |
+19.9 |
|
26. EarthLink |
8,945 |
8,698 |
7,652 |
7,899 |
+10.7 |
|
27. Gator Network (28) |
8,810 |
8,410 |
7,919 |
10,291 |
-0.7 |
|
28. Uproar Network (17) |
8,805 |
14,243 |
11,889 |
8,868 |
-24.5 |
|
29. iVillage.com (30) |
8,771 |
8,188 |
6,722 |
7,543 |
+17.2 |
|
30. GoTo (32) |
8,382 |
8,022 |
7,761 |
7,933 |
+6.0 |
|
31. News Corp. Online (41) |
8,335 |
7,378 |
7,397 |
8,051 |
+9.6 |
|
32. Iwon.com |
8,071 |
8,560 |
8,915 |
9,453 |
-10.1 |
|
33. The Women.com Networks (23) |
7,927 |
9,343 |
8,415 |
8,606 |
-9.8 |
|
34. FortuneCity Network (38) |
7,840 |
7,636 |
7,638 |
7,701 |
+2.4 |
|
35. Exitfuel.com |
7,817 |
-- |
-- |
-- |
-- |
|
36. Juno (31) |
7,766 |
8,034 |
8,113 |
7,860 |
-2.9 |
|
37. Snowball (35) |
7,510 |
7,806 |
7,692 |
8,541 |
-6.3 |
|
38. Focalex.com (46) |
7,376 |
7,043 |
6,657 |
-- |
+7.7** |
|
39. MyPoints Sites (47) |
6,989 |
6,763 |
8,212 |
8,853 |
-12.0 |
|
40. Homestead.com (45) |
6,933 |
7,138 |
6,410 |
-- |
+2.3 |
|
41. Travelocity (40) |
6,932 |
7,412 |
-- |
6,471 |
-0.1 |
|
42. ClassMates.com Sites (50) |
6,797 |
6,006 |
-- |
-- |
+13.2* |
|
43. Gannett Sites |
6,743 |
-- |
-- |
-- |
-- |
|
44. IRS.gov |
6,704 |
-- |
-- |
-- |
-- |
|
45. Flipside Sites |
6,547 |
-- |
-- |
-- |
-- |
|
46. NetZero Sites (48) |
6,447 |
6,634 |
5,866 |
-- |
+3.2 |
|
47. Bizrate.com (43) |
6,372 |
7,322 |
8,546 |
8,823 |
-22.6 |
|
48. Colonize.com (29) |
6,339 |
8,304 |
8,496 |
7,943 |
-23.1 |
|
49. Barnes & Noble (44) |
6,179 |
7,156 |
7,344 |
6,574 |
-12.0 |
|
50. Coolsavings.com (36) |
6,049 |
7,800 |
6,905 |
6,539 |
-14.6 |
| Underline
indicates a site not in the top 50 in January. *Site’s percentage increase calculated against the previous month only. **Site’s percentage increase calculated against two previous months only. ***Increase due to rolling AOL and Time Warner properties together for the first time. Source: Media Metrix |
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-Jeremy Schlosberg is the senior editor for new media.
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