The Independent predicting record figures in November for website relaunch

By Hamish Mackay

December 1, 2011 | 2 min read

Although The Independent’s daily average unique browsers ABC figure dropped 7% in October to 611,488, the newspaper company reckons its numbers will surge following the relaunch of its website at the beginning of November.

Zach Leonard, The Independent’s managing director, digital, told newmediaage: “The October dip was driven by a couple of things. First, there was less headline news than in the previous month, and second, all our resources were focused on the relaunch so we spent a little less time on the day to day.”

Although are no concrete figures for since the relaunch, Leonard said it has had several “record days” in November - partly down to the redesign using a lot more contextual and behavioural targeting, provided by Leiki.

It is also driving traffic to the site through Facebook Recently Read, and Leonard told newmediaage: “We have grown to over 1million installed users on Facebook. It’s an easy way to share content rather than having to send an email. It’s a real traffic driver.”

Stablemate, the London Evening Standard, is to follow The Independent by relaunching its website early next year. According to the latest ABC figures, has 148,124 unique daily browsers.


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