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article imageStudy Shows HuffingtonPost.com Leads Group of Selected Stand-alone Political Blogs

By Bob Ewing     Oct 22, 2008 in Politics
Looking at demographics of the top three independent political blogs, Huffington Post, Politico, and Drudge Report, you can conclude that visitors to these sites tend to be older, wealthier and more likely to be male than the average U.S. Web user.
ComScore Inc, a leader in measuring the digital world, has released stats that show Web traffic to political blogs and news sites during the 2008 presidential election season. The numbers show strong gains at most sites compared to year ago.
HuffingtonPost.com led among a group of selected stand-alone political blogs and news sites with 4.5 million visitors in September, up 472 per cent over a year ago, while Politico.com attracted 2.4 million visitors (up 344 per cent) and DrudgeReport.com saw 2.1 million visitors (up 70 per cent).
“With each new election cycle, the Internet is playing a more significant role in shaping the stories of the day that are so crucial in formulating public opinion on issues and candidates,” said Andrew Lipsman, senior analyst at comScore. “That most mainstream news outlets now have their own political blogs is a testament to their increasing reach and influence. However, several independent blogs unaffiliated with larger media outlets paved the way in this space and are really beginning to enter the mainstream public consciousness with this current election cycle.”
Some additional findings include:
· September represented the single biggest month on record for both HuffingtonPost.com and Politico.com since their respective launches.
· Several sites dedicated to political poll-watching achieved notable gains. RealClearPolitics.com, which tracks composites of polls by state, attracted 1.1 million visitors in September, up 489 percent versus year ago. Two other polling-oriented sites, Pollster.com with 194,000 visitors and FiveThirtyEight.com with 169,000 visitors, also saw notable traffic in September.
· The top conservative leaning blog, FreeRepublic.com, actually saw marginal declines versus year ago, though it still attracted nearly one million visitors in September. Other conservative blogs, such as Newsbusters.org (up 547 per cent to 732,000 visitors), WorldNetDaily.com (up 55 per cent to 636,000 visitors) and MichelleMalkin.com (up 140 per cent to 247,000 visitors) saw strong gains.
Politico.com, of the three sites,skewed the oldest with 23 per cent of its visitors aged 55 and older, while DrudgeReport.com skewed wealthiest, with 40 per cent of its visitors earning at least $100,000 a year, and had the highest concentration of males at 57 per cent.
HuffingtonPost.com, the site with the largest audience, was the most similar of the three when compared to the overall U.S. Internet audience.
More about Political blogs, Presidential election, Huffington
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