Working in a company moving deeper into digital publishing as the market for printed publications declines has highlighted the difference in available competitive data to me.
In print, you find out about how your competitors are doing through knowing their ‘circulation’. You can pay to have your circulation figures audited by an organisation which verifies how many units of your publication are ‘out there’ each month or year, on the shelves or being sold.
In the digital world, it’s much easier, quicker and cheaper to check competitor website traffic, equivalent to circulation’. And yet, not many people who’ve been used to working in the print world know how to check competitor website traffic. They know their own website’s traffic, but not their competitors’ visitor numbers.