By John Glenday

Business Insider has disputed a ComScore estimate of its audience reach suggesting that its monthly reach was just 100m, by publishing its own breakdown of the figures showing a monthly audience of 328m.

The huge discrepancy is being attributed to the publisher’s pursuit of audiences beyond its own website by distributing articles on other platforms, principally Facebook. In this Business Insider is far from alone, with BuzzFeed voicing similar protestations.

In a blog post BuzzFeed claimed that its true audience figures were closer to 400m than the 80m official figure quoted by ComScore, when all these secondary outlets Read full story ›

Source: The Drum