This post is mostly just here to send you over to Duncan Greive’s piece on Scout, the new and seemingly doomed MediaWorks gossip website run by former New Zealand Herald gossip columnist Rachael Glucina, which I basically just love (the Greive story, not the gossip site).
One of the bombshells is that Scout’s traffic is abysmally low. Like, lower than this blog. Which is amazing because it gets a promotion at the beginning of 3News every night, something MediaWorks would charge a commercial customer millions of dollars for.
It’s pretty obvious why TV advertising doesn’t drive traffic to a web site though. How do you click through to Scout from the TV? The way to boost web traffic is to get links, mostly through social media platforms like Facebook, and the way to do that is to get stories, which Scout didn’t really do.
That in itself is interesting. Contra what Greive and Russell Brown say in the article, Glucina did continue to get front page leads for the Herald, both leading up to and after the election. Her ability to do this vanished when she left the Herald though, which points to the very transactional nature of her scoops. People like the Prime Minister’s office gave her stories because she could get them on the Herald’s front page, and as soon as she couldn’t she was dead to them.