Media Central Corporation Inc (CSE:FLYY) on Tuesday said digital audience growth at subsidiary NOW Magazine's nowtoronto.com grew by double digits in just one month.
In addition to audience growth, NOW has seen significant shifts in other key audience and advertiser metrics, as measured by Google Analytics from December 31 to January 31, the company said in a statement.
“Our strong audience growth was nicely complemented by a material reduction in bounce rate and longer session durations,” said Brian Kalish, CEO of Media Central and Publisher of NOW. “These metrics suggest a higher level of engagement with our NOW brand, published online every day and weekly in print.”
Here’s a summary of audience growth:
- Users increased by 12.1%
- Sessions increased by 13.6%
- Bounce rate declined by 2.2%
- Session duration increased by 8.3%
Two key metrics that enabled NOW’s audience growth, the company said, were the substantial increase in referral traffic from social media in January 2020 compared to December 2019, and the continuing shift in devices consumers prefer to use when engaging with the website.
“When we take a holistic view of our audience metrics, we are firing on all cylinders,” said Kirk MacDonald, senior vice president of revenue and operations. “Our audience continues to grow and, at the same time, is becoming more engaged. That is a tremendous benefit to our advertisers. Add to that the increased effectiveness of social media and what we see is continued growth well into the future.”
With mobile advertising predicted to drive 75% of all digital ad spend in 2020, as well as being projected to account for almost 90% of all programmatic ad spend this year, Media Central said it is committed to continuing to drive NOW’s digital growth strategy wherever its influential readership needs to engage with it.
This focus on digitizing NOW’s audience is clearly reflected in key social and digital metrics from the past month, demonstrating how the online content is being consumed and the importance of the continued growth of nowtoronto.com and its rapidly developing social media arteries:
- Referral traffic from social media platforms increased by nearly 206%;
- Readers increased consumption of NOW’s digital content by 21.9% on mobile devices, including tablets and smartphones and 17% on desktop or laptop computers;
- 68.2% of NOW readers access their digital content on mobile devices, including tablets and smartphones, while 31.7% use desktop or laptop computers.
With over 25 million annual readers, NOW is one of Toronto’s leading weekly news and entertainment voices. Media Central is an independent and alternative media company focused on acquiring and developing high-quality publishing assets.
The company's stock recently traded up by 19% to C$0.09 a share in Toronto.
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