Akamai bows online news index

CAMBRIDGE, MA: Akamai Technologies has unveiled its Akamai Net Usage Index for News, a web traffic report updated every five minutes with information on how the world is consuming news.

CAMBRIDGE, MA: Akamai Technologies has unveiled its Akamai Net Usage Index for News, a web traffic report updated every five minutes with information on how the world is consuming news.

The service is free to the public and has been widely written about in digital media outlets. Akamai has 100 news organizations that pay for in-depth data about their particular websites. News sites tracked include Reuters, Le Monde, and ESPN.

"This information might change when or how PR professionals pitch a story to a particular geography," said Lisa Arthur, CMO.

But Lloyd Trufelman, president of Trylon Communications, though the service would need to provide more in-depth information to be of real use.

"I don't know how much of a difference this is from common sense," Trufelman said. "They will have to come out with much deeper metrics about how news is being consumed."

Joel Richman, senior account manager at Pan Communications, said the information could help global brands with media planning, but thought the data should be more granular.

Arthur said the company does not currently plan to break the data down further for the public because of its customers' proprietary concerns.

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