Who’s winning at tech news on the Web
The tech news market is packed to the gills with sites covering the same topics in largely similar ways. That’s never more clear than during CES, when tech reporters and bloggers flood Las Vegas to cover the latest developments in consumer technology. Here’s how the biggest names in tech news stack up when it comes to traffic, video views, demographics and social reach.
CNET dominates when comes to traffic
CNET may not be as buzzy as its successors, but at age 21, it has a far larger audience. The site got 32 million unique visitors in November, three times the traffic from The Verge, Engadget and Wired. All, however, are virtually flat year-on-year.
CNET also has the biggest video audience
CNET has a big audience for its product-review-focused videos, whose viewership dominates its competitors. It’s followed by The Verge, which has increased its focus on social video this past year.
The Huffington Post has the most Facebook shares; Twitter goes TechCrunch
When it comes to tech coverage, some of the most popular stories don’t come from pure play tech sites. Newswhip pulled data on the most popular sites on Facebook when it comes to tech news. No. 1 was The Huffington Post, whose tech stories were shared 1.1 million times from October to today, according to Newswhip, helped by its enormous digital footprint. It’s followed by The Verge, The Guardian and Wired. The tech sites fare better on Twitter, where TechCrunch, Engadget, Mashable and The Verge lead in shares.
When it comes to CPMs, The Verge is on the high end. The site is charging a $55 CPM for its pre-roll and $24 to $27 for its banners, according to one agency exec. Wired wants $25 for its banners (and $39 for its pre-roll spots), while Gizmodo is asking for $12 for display and $25 for its 15-second pre-roll. CNET’s video ads come with a $42 price tag.
Mashable and Wired have the most gender balance
When it comes to demographics, tech sites tend to skew young and male. Some have evened out the balance, though. Women make up 44.7 percent of Wired’s audience, according to comScore. It’s even higher at Mashable, which has a 54.7 percent female audience (and like the HuffPo, has a broad editorial mandate). The other sites hover around 33 percent female, though The Verge has been able to attract a more female readership by hiring more female reporters and writing product reviews from a female point of view.
Wired has the wealthiest readers
When it comes to comes to household income, there’s little variance among the big tech sites. Wired, though, has the highest percentage of readers with a household income above $100,000, followed by The Verge and CNET.
‘We’re out there hitting the pavement’: Ad management firms scoop up sites ahead of cookie changes
Ad management platforms such as Cafe Media and Freestar have collectively gobbled up the rights to thousands of sites' ad inventory.
Browser makers, now including Mozilla’s Firefox, are already ditching Google’s proposed cookieless ad targeting method FLoC
Google's cohort-based tracking needs browser support to work, but browsers like Brave and Microsoft Edge can easily block its functionality.
‘It’s OK if someone wants to work 3 or 4 days a week’: How female news leaders are changing media culture for women
There's still a long way to go before the media workplace is a level playing field for men and women, but female news chiefs are pushing hard to change internal cultures.
SponsoredVideo: How employer rewards and incentives changed in 2020
The nature of employer rewards programs has transformed, accelerated by the events of 2020 — a year of sweeping change. Employees shifted to digital, their preferences moved to digital wallets and they asked for new and surprising ways to use the rewards their employers delivered. In these new interviews, employer rewards experts talk about the evolving […]
Cheat Sheet: What a ‘radical’ GOP antitrust bill that would kill big tech acquisitions has in common with the Democrats’ push for reform
Bipartisan momentum behind Sen. Josh Hawley’s antitrust bill is likely to be tepid, but it could spur more dialogue on anti-competitive behavior in an tech-ruled era.
Member ExclusiveMedia Briefing: How publishers are pushing podcasts to new audiences
Podcast listening has rebounded from an initial pandemic-induced dip. But publishers still have work to do to attract more people to their shows.