What’s the Value of an Online Press Mention?

by Scott Jangro on October 21, 2009

Yesterday I aired a gripe about online newspapers not putting links to the websites that they’re talking about in their stories. (Thanks for all the retweets and comments!)

Did you find yourself wondering what kind of traffic one might get from a small story in a big print news source’s online version?

Wonder no more. Here’s the traffic we got from the online version of the boston.com post. That was as of this morning. There will obviously be some more traffic today and over the next few days, but you get the idea.

costumzee - boston.com-1.png

Here’s the traffic that we got from Time.com a few years ago.

Costumzee time.com-1-2.png

I can’t show you the Staten Island news traffic because they didn’t link to me and I don’t see referrer information in reports. (But look at what the Boston Globe and Time Magazine did and you can do the math.)

There are few actual visitors from online news sources. (Not including front-page stories, I’m sure.)

But here’s what really matters.

Google reads every one of them.
If there’s a link in there, the value is huge.
If there’s no link in there, the value is relatively small.

That and I can show my mom what a success her son has become.

  • Stephanie Lichtenstein
    Scott your mom knows you're a success!
  • Scott, you can't overestimate the value of showing your mom how successful you are. :)
  • Yup, legitimate "As seen on", plus don't forget to pimp the hell out of whatever mentions you do get...
    The one press interview I did with a Guardian reporter I spent a large chunk of the next day promoting it to the front page of Digg.
    I still didn't get a link, even after blogging about it - but I will in future ensure that at least I mention the desire for a link during any press mentions.
  • I had a similar numbers from when the NY Times gave me a link back but the value of it wasn't that much and as the article got older it sends trickles in traffic daily.
    The backlink is more valuable then the actual traffic, my page was not a monetized page so I can't actually track the real value of it.
  • I would have expected quite a bit more traffic than that.

    But like you said the biggest value is the links. Also it "legitimizes" the site (not that you needed it) and helps differentiate it from all the other affiliate sites out there.
  • IMO, there's value to digitizing/scanning the coverage and placing it in a media/press area of the site.
  • I agree Andrew, a "press mentions" page is a great thing to do if you've got them.

    Just like a link from one of these sources is a trust indicator to Google, a page of press mentions is a trust indicator to your visitors.
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