Woods scandal a boon to Internet publications
Like any good celebrity scandal, the Tiger Woods drama has
triggered a spike in traffic to Web sites offering details of his
Thanksgiving weekend car crash and his alleged extramarital
affairs. The lift will likely be fleeting, though, as the shock of
the story wears off.
One of the most heavily trafficked sites has been Woods’ own
site, where he has posted his only public comments about his crash
and admitted to “transgressions.” The site got 488,000 unique
visitors the week of his crash, up from fewer than 11,000 the week
before, according to The Nielsen Co.
The Orlando Sentinel, which serves the area of Woods’ home,
scored about 1.2 million unique visitors the week of the crash,
more than 2 1/2 times the number of visitors the week before,
Meanwhile, visits to the entertainment site TMZ.com and sports
news site Deadspin.com, which both had scoops on the Woods story,
were up more than 50 percent, according to Hitwise, another Web
Google Inc. and Yahoo Inc., which process more than 80 percent
of all Internet searches in the U.S., said they’ve seen a leap in
traffic from people looking for information on the golf superstar.
Yahoo says searches for Woods’ name have increased nearly
4,000-fold over the last 30 days. Neither Google nor Yahoo would
provide specifics about how many more people were searching.
The traffic bump is not as pronounced as those that surrounded
Michael Jackson’s death in June and President Barack Obama’s
inauguration in January, both companies said. However, Yahoo CEO
Carol Bartz told an investor conference in New York this week that
the Woods story was “better than Michael Jackson dying” when it
came to helping Yahoo make money, because it is easier to sell ads
next to salacious content.
“It’s kind of hard to put an ad up next to a funeral,” she
said. Bartz even said Woods will “absolutely” help Yahoo achieve
its financial projections this quarter, but the company now says
the frequently off-color CEO was joking.
Time Warner Inc. says its Golf.com Web site, which averages 2.4
million unique viewers a month, has seen traffic jump sevenfold
since the story about Woods broke. The site typically draws an
audience that big only during major golf championships, said Scott
Novak, spokesman for Sports Illustrated Group, which publishes
A lesson from earlier major news events is that Internet
companies need to capitalize fast on the surge in traffic, because
interest fades quickly. Google’s statistics show that searches for
Michael Jackson stayed strong in the days after his death but fell
off dramatically after a couple of weeks.
AP Technology Writer Michael Liedtke contributed to this story
from San Francisco.