When incoming New York Times publisher A.G. Sulzberger and his team published their Innovation Report, they highlighted a 50% decline in traffic to the Times’ homepage. But, now we’re in 2018, and the homepage is still alive and well.
According to data from Parse.ly’s network of more than 600 digital publishers, the importance of the homepage varies widely. For each publisher, we calculated the percentage of article referrals generated by the homepage. For over half of publishers, this number was less than 10%, indicating that they rely more heavily on social or search referrals than homepage referrals.