A flock of (relatively) new conservative media sites have gained attention in the mainstream-ish media over the past few weeks, a function of their increased role in driving political attention and, in some cases, their savvy in redirecting Facebook’s traffic hose toward themselves. Bloomberg’s Dave Weigel notes a series of scoops from the Washington Free Beacon (largely focused on Hillary Clinton); at Slate, Betsy Woodruff explains Twitchy. At the Awl, John Herrman noted the rise of the Independent Journal Review, which “landed big” on Facebook.
For all of this success, for all of the novelty of new sites with sharp designs and well-considered social strategies, publishers will note that there’s something to be said for another genre of political news site: the old-school, poorly designed link blog.
The obvious example here is Drudge. Matt Drudge’s Drudge Report isn’t the elephant in the room, it’s the Sun in the old-school linkblog solar system. The Drudge Report has been a massive traffic driver for years, and continues to be. And it looks like it was written by hand in 1996, which, perhaps, it was. Let’s apply a new-web technique to make the point. The Drudge Report, as seen in 2001 and 2014.
More pictures, otherwise the same.
How big is Drudge for political sites? Over the course of the year, links from Google to the Post’s politics coverage have accounted for 5.5 percent of all incoming links. Drudge accounted for 4.1 percent.
But it isn’t only Drudge. Lucianne Goldberg has run Lucianne.com since 1998, she told the Post in an email this week. Over the course of the year, 0.1 percent of incoming links to Post political coverage has been from Lucianne. That doesn’t sound like much, until you consider that it is one out of every thousand clicks. For every 55 links from Google, Lucianne Goldberg sends the Post one. (You may be familiar with Goldberg’s son Jonah, who writes for the National Review Online, or remember her role in the Lewinsky scandal.) Lucianne has sent five times as much traffic to the Post’s politics coverage as the conservative Daily Caller site and more than 50 times more than the Free Beacon. Different types of sites — Lucianne drives people to reported stories at sites like Caller and Beacon — but still suggesting a remarkable influence.