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EDN closes the audience gap with EE Times

Posted on | February 5, 2010 | 3 Comments

EDN (blue line) has closed the unique visitors gap with EE Times in North America

EDN (blue line) has closed the unique visitors gap with EE Times in North America and moved ahead.

Update: Note that the data cited in this post and the chart come from 2 million users in North America. The numbers are not represented as absolutes of EE Times or EDN actual traffic, which a subscription company like Omniture can provide, but as projections. These numbers are only used to show a possible trend.

So many rumors have been circulating in recent weeks about the future of EDN, which is on the block with other Reed Business Information titles. Canon Communications, which has pharma and medical design publications, is said to be interested in the venerable electronics design publication, and it’s a safe bet that the folks at EE Times Group kicked the tires at some point.

Morale’s not flying high at EDN, needless to say, but there is some blue sky amid those dark clouds: The magazine’s site is neck and neck with EE Times. The chart nearby shows how in December EDN actually surpassed Times in unique visitors; take that for what the time frame was: December, a notoriously low month for gauging audience (in online or in print).

A snapshot of a snapshot

I need to point out that this is North America traffic, and Times has at least twice as many views if you factor in its global audience and its international titles. These numbers don’t factor in the domain either, which is the design-centric cousin of Times. That said, the Times-EDN delta just a few year ago was 3x. EDN’s traffic has remained flat, while EET’s traffic has slipped steadily. Is it because EDN has maintained a focus on designers while Times offers a lot for a lot of different audiences within electronics B:B?

It could be that EDN’s content presentation is just more engaging. Its content seems to draw much more comments per story than Times (see Ron Wilson’s latest, great post on embedded software and the Prius for evidence of engagement; he got 25 comments in a single hour, all of them legit).

Even then, it’s hard to say.

At the end of the day, this may mean little. Advertisers are buying lead-generation programs and other interactive content and buying less of the banner ads that generate microscopic audience pull-through. EE Times Group is overhauling its Web sites in April (see A Peek at the New EE Times), an endeavor that propels its franchise cogently into a new space, beyond just news.

If you’re in this space and looking to maximize your messaging spread, what are you buying today? And why?

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3 Responses to “EDN closes the audience gap with EE Times”

  1. Lou Covey
    February 5th, 2010 @ 6:19 pm

    I’d like to see what the Brian Dipert Factor is. Dipert is an award winning blogger and gets a ton of readers. But the Times editors haven’t really grasped the idea of what social media is all about. Dipert writes regularly, engages readers and gets some fascinating discussions going plus, it’s easy to find his blog. The EE Times current design doesn’t make it easy to find the blogs, they aren’t regularly updated and there really isn’t much to respond to.

  2. Brian Dipert
    February 8th, 2010 @ 4:18 am

    Thanks everso for the flattering comments, Lou

  3. John Dodge
    September 6th, 2013 @ 6:24 pm

    “Morale’s not flying high at EDN, needless to say…”

    Some news here?

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