Partisan news websites tend to attract similarly partisan audiences, according to a report released today by comScore (as reported by Poynter). Selective exposure is nothing new. However, one website in the study aims for the middle of the ideological continuum and hits it, with great traffic to boot.
The audience sample for Politico in February was 29% Democrat, 29% Republican, and 42% independent. The share of minutes spent on the site overwhelmingly belonged to independents (66%), while Democrats and Republicans again were evenly split (17% each).
The other sites in the study – a selection of left and right-leaning sources – failed to match Politico’s balance, and in most cases, its traffic.
The ones that did attract more visitors were two ideologically opposed news aggregators – The Huffington Post (the study measured only it’s Politics page) and Drudge Report – sites with a long lineage of selective linking to other people’s work. HuffPo produces at least some original content (they even nabbed a Pulitzer last month), but the vast majority of their work remains rewrites and reposts. Even moreso for Drudge.
The study is interesting because claiming the middle has recently been viewed as a losing fight. As American politics continue through a phase of increased division, partisan news organizations have seen the gains, while traditional institutions have seen audience share wilt away. When Fox News and its conservative slant captured a mammoth market share, MSNBC responded by acting as a liberal counterweight. CNN, on the other hand, determined that more success would be found in presenting a balanced look at the day’s events. CNN was dead wrong, and has gone from a close second to a distant third.
So it’s nice to see Politico performing well, particularly in the partisan pig slop that is the Internet. Perhaps it is a small sign that the tide is turning back to a desire for information over self-satisfying infotainment.