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News Corp's Ipad tabloid The Daily is losing audience

Gutterwatch Paywalled punters are not tweeting
Wed Apr 06 2011, 15:01

RUPERT MURDOCH'S online rag The Daily is losing readership, according to a social notworking analysis.

News Corp has kept quiet about the number of users actually signing up for its paywalled tabloid The Daily.

Apart from a one off statement that hundreds of thousands have signed up to get news they can get for free elsewhere on the Internet, News Corp has said nothing on uptake, but a social notworking data analysis done by the Nieman Foundation at Harvard University suggests that The Daily is losing its paywalled punters.

Director of the Nieman journalism lab Joshua Benton used tools from the social media analysis firm Postrank to create a Twitter chart that breaks down trending metrics and tweets about The Daily.

In a two month period there were 6,026 tweets but the number of tweets about The Daily has plummeted since February. They went from 387 tweets per day on launch and dropped to 104 just two weeks later. That number dropped even further in March. Benton said he got most of the metadata he used from the "share" button that's embedded in The Daily's Ipad app GUI.

"There's a lot of metadata around that little snippet of text: when it was tweeted, who tweeted it, how many followers she has, what date she joined Twitter, and more. Amidst all that data is information about where each tweet was generated," he wrote.

Launched only two months ago, The Daily is Rupert Murdoch's latest stab at securing an alternative revenue stream with an Apple Ipad exclusive for News Corp's low brow content.

Initial data suggested that technology savvy news junkies don't like The Daily. That was a surprise given that it was launched on the Ipad, where Apple's fanbois probably think of themselves as technology savvy. µ


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