What They Read
Which content builds an audience, and which builds a relationship?
Parse.ly is authoritative here. Scale and loyalty are reported separately on purpose: the topics that deliver the most visitors are not the topics that bring them back.
Pageviews
128.4M
in the period
Visitors
52.7M
distinct browsers
Recirculation
21.6%
of article views lead to another pageview
Articles published
4,380
across all verticals
Topic and Audience Matrix
Which behavioural segments consume which topics, and how deeply?
| Topic | Casual | Returning | Engaged | Loyal |
|---|---|---|---|---|
| Politics | 41.2% | 38.6% | 44.1% | 51.8% |
| Health | 11.4% | 18.2% | 27.6% | 34.2% |
| Business & Money | 9.1% | 14.6% | 22.4% | 29.8% |
| World | 14.8% | 19.4% | 24.1% | 28.9% |
| Science & Space | 7.6% | 11.2% | 17.8% | 21.4% |
| Tech & AI | 8.2% | 11.6% | 15.4% | 18.1% |
| Culture | 12.4% | 10.1% | 9.2% | 8.4% |
| Sports | 13.1% | 9.8% | 6.4% | 4.8% |
Culture and Sports invert as the ladder rises: both lose share with every step toward loyalty. Health and Business gain it. Loyal readers are built on usefulness.
Definition. Reach is the share of a segment that read the topic. Composition is the share of the topic's readers who belong to that segment.
Methodology. Switch the measure to change the question: reach asks how far a topic travels, composition asks who it belongs to.
Audience Opportunity Map
Which topics are under-scaled relative to the relationship they build?
Science & Space
4.4M visitors · 34.2% return · 29-day loyalty half-life
Health
5.1M visitors · 38.6% return · 34-day loyalty half-life
Tech & AI
4M visitors · 27.9% return · 18-day loyalty half-life
Definition. Horizontal axis: monthly visitors. Vertical axis: 30-day return rate. Point size: average engaged time.
Methodology. The top-left quadrant is the opportunity: strong relationship, small audience.
Format performance
Which formats produce a second read?
| Format | Share of output | Engaged time | Recirculation | Output vs. recirculation |
|---|---|---|---|---|
| Explainer | 11% | 146s | 33.8% | |
| Long-form / analysis | 6% | 198s | 37.1% | |
| Map / data visual | 8% | 104s | 31.2% | |
| Live / breaking update | 24% | 48s | 14.6% | |
| Standard news report | 39% | 62s | 18.9% | |
| Photo essay | 4% | 118s | 28.4% | |
| Opinion | 8% | 92s | 22.7% |
The two formats with the highest recirculation account for 17% of output. Live and breaking updates account for 24% and recirculate at less than half the rate.
Definition. Share of output is the proportion of articles published in that format during the period.
Content Relationship Map
Which topics do readers actually consume together?
Health and Politics sit at 64 — well below chance. The practical audience and the political audience are close to separate populations sharing one masthead.
Definition. Co-read index: observed share of readers consuming both topics divided by the share expected if reading were independent, times 100.
Methodology. Below 100 means the pairing is read together less often than chance predicts — cross-promotion there works against the grain.
Articles and authors
Which individual pieces and bylines build the deepest engagement?
Selected articles
What the New Social Security Rules Mean for Your 2027 Benefit
Business & Money · Explainer · explainer · 842K views · 168s engaged · 36.4% recirculation
Map Shows States Where Measles Cases Are Rising
Health · Map / data · explainer · 1140K views · 96s engaged · 33.1% recirculation
Senate Vote Breakdown: How Each Member Voted
Politics · Data table · breaking · 1620K views · 74s engaged · 21.8% recirculation
Why Sleep Researchers Keep Changing Their Advice
Health · Long-form · evergreen · 388K views · 214s engaged · 41.2% recirculation
NASA Releases First Images From the Europa Flyby
Science & Space · Photo essay · breaking · 704K views · 132s engaged · 34.9% recirculation
The Quiet Reshaping of the American Middle Manager
Business & Money · Analysis · analysis · 296K views · 226s engaged · 38.7% recirculation
Full Transcript: The Governor's Press Conference
Politics · Transcript · breaking · 512K views · 52s engaged · 11.4% recirculation
AI Layoffs Tracker: Companies Cutting Roles This Quarter
Tech & AI · Tracker · evergreen · 668K views · 121s engaged · 30.2% recirculation
Authors by return rate
- H. Okafor41.2%
Health · 46 articles · 142s engaged
- M. Delgado36.8%
Business & Money · 38 articles · 128s engaged
- R. Lindqvist35.1%
Science & Space · 29 articles · 134s engaged
- C. Marchetti29.6%
Tech & AI · 33 articles · 97s engaged
- J. Whitfield28.9%
World · 51 articles · 88s engaged
- T. Abernathy24.4%
Politics · 84 articles · 66s engaged