|Kinsey Wilson. Photo by Mary Kang/Knight Center|
Most visitors to a publisher's content are fly-bys: They stay for only a few seconds. And even if they stay longer than that, the vast majority come to a publisher's website only once or twice a month. These are not loyal users devoted to a brand.
What is more interesting and meaningful, especially for publishers of serious news and information, is that the smaller number of loyal users -- who come frequently, linger, and read many pages -- is willing to pay for the content and other products. They identify strongly with the brand.
Kinsey Wilson, editor of innovation and strategy at the New York Times, brought the point home last week at the International Symposium on Online Journalism when he mentioned that 90 percent of his publication's digital revenue comes from 10 percent of its users.