There are over 1.1 billion websites that exist on the internet today. Of the top 100 that make up the vast majority of online traffic, only 14 are what most Americans traditionally think of as “media.”

As experts in media and communications, we are always tracking the best ways to share our clients’ stories, so understanding where people are spending time online is vital to us building a successful campaign. A recent infographic from Vodian shows that Google, YouTube and Facebook are the top three most-trafficked websites. Interestingly, it’s worth noting that is the highest trafficked “media” website, coming in at #22. Relatively low rankings for other top-tier media outlets like Buzzfeed (#62), the New York Times (#31) and Forbes (#83) shows just how far ahead the big three really are.

What does that mean for the future of the communication profession? Many know that people visit social media sites far more often than they visit traditional “media” websites. But knowing that a post on an influencer’s Facebook or Instagram could potentially receive more views than a mention in the New York Times or the Washington Post changes our perspective on the media landscape. The big question is which source do they trust more for information about a brand? At a time when journalism is at the forefront of political conversation, it’ll be interesting if we see a small resurgence of public interest and trust in more traditional news properties, even if they aren’t the most highly-trafficked.


RH Strategic is a Seattle and D.C.-based communications firm providing strategic public relations for innovators in the technology, public sector and healthcare markets.