In most cases, especially in the teen and entertainment news categories, sites without offline presence are growing faster than traditional media brands online. In other words, per publishing consultant Ben Elowitz, old media (up 5% in traffic in 2009) is losing ground to the "dot.com" upstarts (up 10%). Still, many publishers continue to gain traffic the old-fashioned way --with compelling content and smart distribution. One bigger grower in April is allure.com.(+206.37% page views, +232.14% unique visitors versus March 2010).