June ABCe: Is Telegraph.co.uk Benefiting From A Times Effect?

Is this the chart that shows us who’s benefiting from The Times’ paid website strategy… ?

Telegraph.co.uk and Mail Online increased their audiences in both May and June, after Times Newspapers introduced registration requirements for its new sites on May 24, while Guardian.co.uk fell back in June and others scored more modest gains.

Latest ABCe data for June undoubtedly shows what happened during the period of The Times’ strategic shift – but it doesn’t necessarily show any cause-and-effect correlation…

— Mail Online’s gains can be put in the wider context of continued strong growth for its mass-market news output.

— Telegraph.co.uk’s uptick could just be a return to organic growth following a February lull. Or it may be linked to The Times’ switch –Hitwise last month reported the site is the most popular destination for Times readers who go no farther than its login prompt.

Another view – everyone except Guardian.co.uk followed up election-month gains by adding further readers.

News International titles stopped disclosing ABCe metrics in February.