THE celebrity magazine market needs to be on its guard - as people become more agnostic to where they get celeb news online.
Robin Goad, from Hitwise, has today said that The Telegraph is the most successful news site at generating readers from general searches.
And he told the Digital Editors Network that people simply do not care which brand gives them celebrity stories - so the market is wide open.
It is the clearest indication yet that celebrity magazine titles are in for a rough ride when it comes to keeping their readers online.
The Telegraph picked up more traffic than the Daily Mail or any other like The Sun for celebrity.
It is clear that people are less brand loyal when it comes to celebrity stories.
HItwise said 7.62% of traffic picked up by the Telegraph was from Google on celebrity.
people less brand loyal for celebrity online
What are people searching for? Celebrity made up 24.1% of all Google searches - the biggest single sector. Search topics are sending traffic to Google news, which proves that people are agnostic as to where they get their celebrity news from.
Twitter is also a key playing field for driving traffic.
Twitter sends 54% of its traffic to other entertainment or lifestyle sites or social networks. Compare that to 39% of traffic from Facebook and the fact that Google drives traffic more to commerce and business sites.
Hitwise stats prove that celebrity magazines need to be hugely active on these hip sites (which have exploded since this January in the UK with celebrity endorsements from Stephen Fry as well as the Ross scandal).
The Guardian is top for driving traffic via Twitter due to personality journos like @jemimakiss, @charlesarthur.
And the twitter feed with interaction and that retweets stuff is more successful because poeple find it appealing when it is viral.
There is also evidence to suggest that magazines that want to be 'more' online in terms of community and generating users as more than just passive readers can become commercially viable. Martin Lewis form the money saving expert is a clear example.
In the fourth quarter of last year he was the most searched for person: martin lewis, money saving exert, higher than Barack Obama and Diana Vickers.
He is the prime example of someome taking user generated content and making money off it, said Robin Goad, Hitwise.
What he has done is taken all the ideas that people have and made money off it - filtering it to give people what they want.
How have Telegraph used digg so effectively?
They have simply made loyal Telegraph readers use it by making it easy - so stories move up digg. In this way you are makng your core audience big up your content so that people in America will use it and find it.
They have also matched their content to taylor consumer demand eg more celeb
The Telegraph is actively trying to pick up traffic from the celebrity sector - so dumbing down on line and spreading their wings... by using pics and video more.
There are plenty of lessons for magazines...
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