New Study Says Publishers Are Missing Out on Revenue Opportunities With Their Online Content
A new study on publishers' online content finds that the audience viewing a publisher's online content is 1.5 times larger than destination site viewership. Conducted by Attributor Corp., the study showed that, on average, nearly 60 percent of a publishers' content is read outside of their destination site.
The study followed the online content of more than 100 publishers spanning a range of content categories across 30 billion Web pages during September. The results show that the average publisher is missing out on more than $150,000 per year as a result of the audience viewing their article on other sites.
"The results of this study confirm what many publishers have always known -- their original content is powering significant revenue on other sites," said Jim Brock, CEO of Attributor.
Attributor's findings suggest that publishers should consider embracing open syndication through direct relationships with ad networks.
Automotive and travel content is viewed at a rate of five to seven times higher on other sites than on publisher destination sites, according to the study.