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But the picture is rosier over a longer timespan, with three-quarters of the top 50 publishers seeing year-on-year growth in visits in August. The two top ten sites to see year-on-year traffic declines were Fox News (down 0.7%) and Mail Online, where visits dropped 7.2%. New top ten entrant Forbes was also the fastest-growing site in the group, seeing visits rise 48% compared with September 2023.
- All the top-ten sites by total visits grew year-on-year in July, seven of them by double-digit percentages.
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On the other end of the scale the fastest year-on-year traffic losses were seen by the Los Angeles Times (25.8 million, down 30% on October 2023), the Daily Mail (104.1 million, down 22.8%) and Fox News. The fastest-growing top-ten site month-on-month was USA Today, followed by aggregator Google News (122.4 million, up 8.6%) and People. At the start of October the site deployed a new paywall, which does not appear to have immediately hurt its web visits. CNN (425 million) remains the most-visited news site in the US despite an 11.8% year-on-year decrease in traffic — the only fall among the top ten besides Fox News (258.1 million), which lost 22.5% of its October 2023 traffic. Thirty websites in the top 50 also saw their visits grow year-on-year in October, as well as eight of the top ten.
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September was a busier news month, including the assassination of right-wing activist and podcaster Charlie Kirk. Syndication website MSN saw the biggest drop year on year among the top ten by more than a third (39.5% to 144 million visits). Athlon Sports followed Forbes in year-on-year traffic decline with a drop in visits of 48% to 290.3 million, along with AP News (down 46% to 78.5 million visits). Forbes CEO Sherry Phillips told Press Gazette last month the brand has lost traffic to articles it was previously known for, such as “Who’s the richest person in the world?
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The Daily Mail (down 7.5% month-on-month to 113 million), which was the ninth most popular news site in the US in both July and August, dropped in September to tenth. The contraction was sharpest at Yahoo Finance (down 11.3% month-on-month to 144.4 million visits) and third-placed Fox News (down 11.2% to 260.2 million). But for most publishers visits have nonetheless improved year-on-year, with three-fifths of the top 50 recording traffic increases of at least 10% compared with September 2023. Almost all the top 50 news sites in the US saw traffic fall in September, deepening a decline that began in August. Newsweek (up 20.1%), The Atlantic (26.6 million, up 16.2% month-on-month), The Washington Post (109.7 million, up 8.7%) and Substack (53.9 million, up 7.9%) were similarly among the fastest growers. The broader traffic bounce back may reflect increased news interest in the run-up to the US election, which happened in the first week of November.