Peeking at Hollywood Trades Web Traffic

The worldwide Web traffic in February 2012 for the Hollywood trades is pretty much what you’d expect. THR is a runaway leader with just under seven million uniques; comes in a solid second at around a million-eight, followed by TheWrap and Variety.

More surprising are some of the other details compiled in a comScore comparison obtained by FishbowlLA. For example, according to the breakdown, within the U.S., Variety skews youngest among the four trades, hitting the 25-to-34 demo foremost. TheWrap meanwhile reportedly appeals more to women and readers ages 45-to-54. Sharon Waxman’s site also has, by far, the weakest international imprint.

Then there’s the matter of which other content sites are preferred by U.S. surfers of each trade site. In the case of Nikki Finke, they reportedly like to patronize political news destinations such as and, while in the case of THR there is, besides, the likes of and

But when it comes to cross-traffic and these leading Hollywood news sites, the most revealing stat is arguably the fact that the total number of THR U.S. readers who also read Deadline in February came in at just a few hundred thousand shy of Finke’s total unique traffic. In other words, independent of the PR wars, there appears to be tremendous reader overlap between the destinations.

Finally, although Whitney Houston was an important search-traffic driver for all but Variety in February, the late singer was dwarfed in TheWrap’s case by Nicki Minaj.

@hollywoodspin Richard Horgan is co-editor of Fishbowl.
Publish date: March 30, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT