The Washington Post widened its lead over The New York Times in November, raking in 71.6 million U.S. visitors compared to the Times’ 68.8 million according to comScore data.
Last month, the Washington Post narrowly edged the Times (66.9 million to 65.8 million) for the first time in its history as it reshapes its online presence. Both newspapers recorded record-high traffic numbers in November and performed strongly due to news cycles that included coverage of upcoming presidential election and the terror attack in Paris.
The Washington Post’s widening lead over the the Times’ can be attributed to multiple factors, including aggressively distributing its content on social media, focusing on mobile audience and emphasizing on viral content.
One caveat about the comScore’s numbers: they represent one measure of how the two competing newspapers are doing and don’t factor in print subscriptions and readerships on apps and worldwide. Nor do they measure how the Post is monetizing the increasing traffic, if at all.
More in Media
Media Briefing: Inside publishers’ real Cannes agenda – AI money vs agentic hype
For publishers, Cannes this year isn’t just about showing up for clients and sponsors. It’s a mid‑year checkpoint on two hard questions: who is going to pay for the open web in an AI world, and whether agentic media buying is a real fix or just a freshly branded ad‑tech tax.
Forbes tests a creator-led audience play to grow off-platform reach
Forbes is yet another publisher tapping creators and their audiences to drive off-platform growth – with a slightly different structure.
How Lipton Ice Tea is using local creators instead of building in-house social teams
Lipton worked with Billion Dollar Boy to activate local creators across six different markets; a new approach to global marketing