General interest news sites are actually closer in behavior to the shopping site Amazon. Amazon consistently ranks among the top five Web destinations overall— The site, which sells everything from diapers to digital books to furniture, is designed for quick transactions but also wants shoppers to return often. Its audience, compared to the top news sites, tends to return a little more often but stay a shorter period of time.
Only 7. By contrast, nearly two-thirds of its audience In total minutes, about a quarter These numbers suggest that the ESPN digital network, whether driven by the topic matter, technical design, content quality or a combination, has found a formula for attracting and retaining an audience that most general news sites have not. General news by its nature may not elicit the same kind of passion as a single topic might, particularly sports, which are built around drama and have finality each day with game results.
But there may well still be insights to glean from ESPN. For another, it suggests that certain topics may be so deeply covered by specialists that general news sites would be best to devote their resources elsewhere.
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