Leaked Patch analytics: What do these numbers mean?

Business Insider this week posted numerous internal Patch documents revealing site analytics at 68 Southern California Patch locations. The sites received a total 330,000 unique visitors for November, according to the documents.

Are you an independent hyperlocal news publisher? How do these stats compare to your site? What do these numbers tell you about the scaled vs. locally-owned news sites?

Story alert via Streetfightmag.com


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1 Response to Leaked Patch analytics: What do these numbers mean?

  1. I am an independent hyperlocal news publisher in Riverhead, NY, on the East End of Long Island. We cover a community of about 38,000 people.

    We launched our site in March 2010. We continue to see a steady increase in traffic every month. Since March 1, 2010, we’ve had 611,507 visits from 188,110 absolute unique visitors, and 1,531,585 pageviews.

    In November 2010, the month of the leaked Patch analytics, we had 49,457 visits from 23,989 unique visitors, with 120,948 pageviews. There was an average of 2.45 pageviews per visit.

    In June 2011 we had 78,056 visits from 26,960 unique visitors and 174,126 pageviews, with an average of 2.23 pages per visit.

    AOL launched a Patch site here in September 2010. I am, of course, quite curious about the Patch analytics. Their market penetration seems to pale compared to ours, based on anecdotal evidence. If the California sites are indicative of how they are doing here, my own observations would be confirmed.

    My husband and I are very entrenched in our community. He’s a lifelong resident, whose family has lived here for generations and I’ve been living here for 25+ years. Our children went through the public schools. I am the former executive editor and co-publisher of the weekly newspaper.

    In contrast, Patch.com employed a novice reporter from another state as its local editor here — and just promoted him to associate regional editor. The replacement they hired as local editor is a guy who just got his BA in journalism (May 2010) and if he’s had any other job, it doesn’t show up as a byline when you do a Google search on his name. He is also from another state.

    I don’t think the cookie-cutter approach to hyperlocal news is going to work. Every community is unique and community journalism is a unique endeavor.

    We have had many people in neighboring communities ask us whether and when we’re going to launch a “Local” site in their towns. Though we’ve bought the domain names, we recognize that the reason our site is so successful is our entrenchment in our community. I’m not sure we could replicate that elsewhere, unless we recruit local partners who have a relationship to their communities like the relationship we have to Riverhead.

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