The site’s internal numbers show that page views for October were up just 6 percent, to 83.6 million, and unique visitors were down 21 percent — growing pains as the site weans itself from longtime traffic teat MSN.com and develops its own, more clicky readers. Over the same time period, Gawker has more than doubled its audience, and the Huffington Post has a global readership roughly three times as large. Through October, the Daily Beast racked up publicity with long, will-they-or-won’t-they talks of a merger with Newsweek. When media people talk about the future of publishing online, in other words, they don’t talk about the site with the 12-year-old CMS.
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