times UK loses marketshare since registration – is that a bad thing?

Posted on June 27, 2010


the loss of traffic actually hasnt been that bad, losing around 25% of market share. the question is rather was it worth it i.e. is there a string enough plan in place to leverage the information and make it worthwhile?

here is the article from paid content

The Times’ and Sunday Times’ share of UK newspaper web visits nearly halved from 4.37 percent to 2.67 percent in the month since it introduced new sites with a registration wall, according to Hitwise, which monitors the clicks of eight million UK users.

But it has now fallen to 1.81 percent since it started redirecting readers of the old, free Times Online site last week. Users will have to pay to register from the next few weeks.

The Times+ sign-up page is now the most clicked-to page from The Times site, taking 17.6 percent of downstream traffic. After visiting Times+, a quarter of visitors head back to The Times site itself. Telegraph.co.uk is proving the next most popular destination for people who turn away…

But there are no major beneficiaries from The Times’ move. FT.com and Sun Online each increased share following the registration wall’s erection, according to Hitwise’s figures – but only to levels they had enjoyed previously.

The Times introduced its registration-only site on Monday, May 24. My research shows two out of five newspaper sites recorded more readers the day after the move (Tuesday, May 25) than the same day a week earlier (Tuesday, May 18)…

Guardian.co.uk added 132,642, Mail Online added 457,499, but Telegraph.co.uk lost 167,880, Independent.co.uk 84,475 and Mirror Group Digital lost 56,917.