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Dublin: 14 °C Wednesday 19 June, 2013

New figures show Distilled Media is Ireland’s largest online publishing group

Latest figures show that Distilled, which publishes sites including TheJournal.ie and Daft.ie, gets more monthly page impressions than RTE.ie, IrishTimes.com and Independent Digital.

Staff at TheJournal.ie, part of the Distilled Media Group
Staff at TheJournal.ie, part of the Distilled Media Group
Image: Adrian Acosta

DISTILLED MEDIA IS now the largest online publishing group in the country according to latest online measurement figures.

The latest ABC report put Distilled Media, which publishes TheJournal.ie, Daft.ie, Boards.ie and Adverts.ie, ahead of RTE.ie, Irishtimes.com and Independent Digital.

The sites in the Distilled Media Group had a combined monthly audience of 5.8 million unique browsers and over 220 million page impressions.

This put the publisher ahead of RTE.ie which had 4.5 million unique browsers per month according to its most recent ABC report, as well as Irishtimes.com (3.8 million) and Independent Digital (3.1 million).

RTE.ie recorded 123 million monthly page impressions compared to 41 million for Independent Digital and 36 million for Irishtimes.com.

Distilled Media currently employs over 80 people in its office in Dublin and is looking to hire another 20 within the next year.

Commenting on the ABC report, CEO of the group Eamonn Fallon said the figures were hugely positive.

“The large audiences attracted to our sites is testament to the hard work and passion that the team puts into creating quality Irish content,” said Fallon.

Read: The ABC report in full (PDF) >

Previously: Distilled Media to create 20 new jobs by the end of year >

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Comments (47 Comments)

  • I hope all the journal.ie staff will be getting nice bonuses this month then ;) Great job!

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  • Congrats to your team. I’m not surprised at your success. The journal is now my first port of call for news.

    This explains all the mumbling a few weeks back warning about ‘new media’ and it’s ‘inaccuracies’. You must have the established players running scared :) This is what happens when news media is run without a strong editorial policy – people flock to it.

    Keep up the good work!

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    • Thanks v much :) Yeah, I think the whole debate about the media in Ireland lately has been really interesting. Slightly (!) biased here but I don’t think online media should be seen as a threat or a negative – it’s just a change in how the news is reported. (Ok, yeah, I am biased…)

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  • Good job guys & Gals :)

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  • Any jobs going. I can make a mean cup of tea.

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  • AMAS 10/05/12 #

    Hi Hugh

    No big secret about who’s behind the logo. Aileen O’Toole here, escapee from print media (Sunday Business Post) and with 10+ years in online media behind me see site and Twitter profile).

    In terms of comparisons between TheJournal.ie and IrishTimes.com, the comparison I gave in the previous post is rock solid (like any old hack I check my facts before publishing!). Also, the ComScore data does not include mobile traffic and there’s serious stuff going with TheJournal.ie’s mobile apps.

    So I stand over the statement that TheJournal.ie has reached a third of the scale of IrishTimes.com in 18 months. We’re in agreement about the considerable shortcomings in online measurement, as is pretty well everyone I know in media buying and online publishing. But I think we’ll spare TheJournal.ie users a lengthy and boring debate about different measures and use industry groups (IAB Ireland, AOP Ireland) to further the cause for standardisation.

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    • Excellent stuff Amas. Poor Hugh is the only person on this thread with negativity. This is a positive news story and these are few and far between. Poor Hugh must be a little worried to even grace this stage!!!

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  • congrats to the journal.only transfered from other breaking news sites (ahem) last month and enjoy the change, much better reporting

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  • Hugh Lenehan’s predictable comments above are also yesterday’s news ;) . Well done to the Journal team, onwards and upwards.

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  • Well done guys! You’ve approached the whole mobile/social media news niche … Thing.. very well.

    While other websites scrambled to get decent apps and commenting systems (one of the best features) into place and they still haven’t got it right.

    Keep up the good work!

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  • AMAS 10/05/12 #

    Congratulations to TheJournal.ie team on hitting some serious traffic milestones ( and also to their colleagues in other Distilled Media sites.)

    Interpreting site traffic figures is a bit of a black art. In the case of the ABC stats, it’s not helped by the fact that different sites have different reporting dates and that there are time lags between the audits and the reports being published. The ABC breakdown of TheJournal.ie’s traffic is for last September but the last published ABC breakdown for IrishTimes.com is nearly another year older (November 2010).

    Media buyers, who control online advertising spending, use ComScore to give them realtime data on site traffic. TheJournal.ie has shown significant growth since the ABC audit and hit the one million unique threshold in January. The numbers keep getting better.

    In a nutshell, TheJournal.ie’s traffic is about a third of IrishTimes.com and also that of Independent.ie. That’s some achievement for a new site around 18 months after a soft launch. We should declare an interest….AMAS has been involved with TheJournal.ie from an early stage..

    Keep up the excellent work, guys….TheJournal.ie is a game changer in the Irish news market.

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    • Hi Amas (who’s behind that logo?). Independent.ie can speak for themselves, but characterising Thejournal.ie’s traffic as ‘a third’ of either independent’s or irishtimes.com’s traffic is hardly supported by the figures, which show its page impressions at less than 10 per cent of ours. You’re right about the black art bit, and it would be an excellent idea for the industry to get its act together on getting clear and regular numbers. But blowing a trumpet for unqiue users while ignoring page impressions is a tad alchemical in itself.

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    • Page views were the be all and end all of metrics at one time, but not anymore. There are lots of reasons for this and many articles about it, but a big one is that they give no measure of engagement – you could rattle though 12 or 15 pages while looking for something in way less than a minute, so it would look good on the page view numbers but there would actually have been no real engagement with those pages.

      Comparing page views between sites without any additional data about how those pages were engaged with, now much time was spent on them or what actions people took while on them is kind of meaningless.

      I’d think that a site like the Journal would rate highly on engagement, attention and action, since comments and discussion on a story are so totally integrated. People tend to read the discussions, join in and return to follow up. From my own experience I’d say I’d spend much, much longer on a journal page that interested me than one about the same story where there was either no reader discussion or a less active discussion.

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  • Well done, I’ve deleted my bookmarks to the other news site long ago cause I get all i need here.

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  • Agree with all the comments above, well done to everyone involved in the company. The design and layout of the site is excellent and not forgetting the mobile applications. Regular user of the adverts.ie app which is really slick.
    The software developer roles sound really exciting

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  • Great app, well done.

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  • Chris 10/05/12 #

    How do these sites make money? I can understand adverts, but there is no advertising on journal?

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    • Actually, you may have noticed that there *has* been advertising here since the start of the year. The site has been growing very fast (more than we’d ever hoped, really) since it started so we’ve been expanding the commercial side of the team and bringing in adverts over the past few months. The site and the apps are still going to be free but like you say, there is always the issue of how to monetise a free site and that’s one of the things that we’re doing.

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    • Apart from the Carlsberg and Advert.ie ad around the article :P
      Great work to all you folks at the Journal, plenty interesting articles everyday and great management of comments. Nice to see authors replying to questions and comments, gives a connected feeling not found on other news sites.

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    • Cheers Damhsa, appreciate it. I think it’s a good habit for journalists to get into to read all the comments under their articles and get involved as much as they can. There are some days where that happens more often than others, but it’s something that we’ve been working a good bit on so glad people have noticed it a bit :)

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    • Chris 11/05/12 #

      Ahhh..I actually had a firefox add on called ad-block installed that was hiding the adverts.ie and boards deals advertisemnts Thought i was going crazy there as I couldnt see them

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  • Well done. Saved me €2 a day as I have stopped buying the Indo. Onwards and Upwards as somebody famous once said (no idea who tho)

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  • who keeps voting down the positive comments?

    RTÉ people get back to work!

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  • Congratulations!! By any chance the company looking for any administration assistants?

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  • Very well done! I get all my news from thejournal.ie and shape the news over on boards.ie. Well done.

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  • Congratulations guys!

    Not only a great site for up to date news but I also hear from a few press officers that you are a joy to deal with.

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  • Finipops 10/05/12 #

    What I like about this news sure compared to others is it’s updated quicker and of course the comment section is what really draws me back here and the Android app is nice.

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  • Congratulations to you all at The Journal. Many of us rely on you for our news in view of the leftist , even marxist, bias of the mainstream media such as RTE, the Indo, the Irish Times and TV3 where they are all past masters at inserting the powder in the jam. I agree that the Irish Times in particular is very boring today , I don’t take it any more . In fact I find the Indo more interesting and better resourced. Vincent Browne is a Marxist Legend of our times , but he’s straight forward and honest at it, unlike Pat Kenny who though likeable is sneaky and therefore dangerous at injecting the valium into the bloodstream of public opinion.
    How is it that we have all the same spokespersons being resorted to for theoir opibnions and comments all the time? How is it that all the opinions and comments seem all to be broadly agreed in advance?
    The biggest scandal of all is how RTE and Pat Kenny got Higgins elected president, in my opinion.

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  • Hi Christine. Well done on your numbers. One question – the ABC report at http://www.abc.org.uk/Certificates/18176838.pdf has a good deal more detail on traffic to the respective Distilled websites than you have included here, including exact figures for thejournal.ie. Just wondering why you chose not to include that, as it’s very pertinent to The Journal.

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    • Cheers Hugh, appreciate it. I’ve included the ABC report in the story so people can check it all out for themselves, but I went with this angle because it’s the most newsworthy, given the size of the figures involved. Feel free to choose a different one if/when you’re covering the story on the Irish Times site… :)

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    • That’s grand. It’s just, if we were reporting on traffic or circulation figures for the Irish Times, we’d reckon Irish Times readers would be particularly interested in Irish Times numbers. Not so at The Journal apparently. Each to his/her own…

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    • I think we’re at cross-purposes on this.

      Everyone here at The Journal is and has always been very open about how the site is doing. Hell, we’re incredibly proud of the figures over the past 18 months and we’ll yell them from the rooftops – the single best example of this is that the page views are the top of every single article for everyone to see. The site hit one million unique users per month for the first time in January – with around 60 per cent of those readers coming from Ireland – and has increased every month since.

      I chose to write this piece by focusing on how Distilled sites are performing. If you want to criticise the way I chose to present a news story then that’s fair enough – well used to critical comments at this stage and it’s the nature of the job. Unsurprisingly, I disagree…

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    • Oh, such sour grapes. No wonder the Journal is doing so well. The Times is just BORING and predictable, as well as being orthodox. RTE is just a government propaganda machine that we are forced to pay for (good trick, that). No wonder people ignore them for something fresh, even if it is not comprehensive and often slips up.

      Congratulations and good luck for the future.

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    • An editor of the Irish Times getting ratty about thejournal’s number claims. Hilarious. Eyes on the road pal. :)

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