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HuffPo Shines Under ComScore Direct Light

The Huffington Post has plenty to celebrate and the end of 2009. The news and blogging hub recently received its first batch of data from ComScore's new measurement service, ComScore Direct, which employs "beaconing" -- which records every time there's a server call on a given Web page as opposed to the standard ComScore audience measurement service, which is panel-based, relying on a relatively small group of volunteers willing to have their Internet usage recorded. (ComScore Direct says this method is believed to provide a more accurate view of Internet usage that takes place while people are at work, since big companies are reluctant to have their employees serve on panels.)

The result? ComScore Direct pegged the site's unique audience at 17.7 million, versus 7.9 million for the panel-only method. "My belief is the reason the Huffington Post numbers grew so dramatically is because it has very high at-work usage," Michele Madansky, a media consultant who works with HuffPo, tells Daily Finance.

Read the whole story at Daily Finance »

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