Traditional News Sites Dominate, But The Small Can Survive

More unwelcome news for The New York Times Co.: A new report suggests the embattled newspaper would have to increase page views sixfold on its Web site--roughly on par with msnbc.com and Yahoo News--in order to equal revenues on the print side. The analysis is part of a broader study on news and political sites by Lauren Rich Fine, director of research for ContentNext Media--which also found that traditional properties still dominate online news, with the exception of a few breakthroughs like The Huffington Post and Slate. Still, smaller sites can provide a decent living. "While being bigger helps attract larger advertisers, small works just fine," states the report. "Talking Points Memo is generating a good living for its founders and operating with a small staff."