Thirteen percent is a long way from the doubling of traffic mentioned above.

Christie says:

The discrepancy is due to how sites are tracked by each. Nielsen uses a panel survey and projects out the estimated web audience, and we are able to more accurately track actual visits to our site.

Generally, every site has a discrepancy w/ Nielsen (and comScore), though, some of the larger sites tend to have a larger discrepancy.

There are discrepancies, and there is seven million vs. twenty-three million. But the Australian, though, accepts only one set of numbers, the one provided by the company itself, its owner, not the ones provided by a third party. Frankly, we’d even expect better from the Sunday Tasmanian.

None of this, of course, even comes near the larger point that The Wall Street Journal has taken a pretty dramatic turn toward the pedestrian in the year and a half Murdoch has owned the joint. He and Thomson are hollowing out the paper, making it less of the essential read it’s been for decades.

At least, we can safely say, it’s doing better than The Australian.

(h/t Chris Roush)

Ryan Chittum is a former Wall Street Journal reporter, and deputy editor of The Audit, CJR's business section. If you see notable business journalism, give him a heads-up at