Revolution Health's Traffic - How to Play the Traffic Game

There was a comment on my earlier post on Revolution Health raising a good point - viz that I should check different traffic sources, and not just quote Quantcast. 

Quantcast, alexa, compete, comScore, hitwise - they all have different methodologies, and generally have different measurements for sites, even the big ones.  comScore is the one most advertising agencies prefer - but if you use comScore, be aware of what you're seeing. 

As an example, Revolution Health in comScore shows up as the third largest Health site;  this is because there are sites such as Drugstore.com, Daily Strength, and SparkPeople (which also runs SparkRecipes and SparkTeens), with a total of about 5.4 MM unique visitors, that assign their traffic over to Revolution Health.  Revolution Health represents these sites in ad deals, and in exchange gets to report their traffic in its "network". 

Revolution  Health also bought a few sites - CarePages in April 2007, and HealthTalk in December 2007.  It of course gets to report these sites under its traffic in comScore, and shows bump ups in traffic as a result of these acquisitions. 

If I were to take an impartial stand, I would (a) definitely remove 'ad representation' sites when reporting a site's traffic, and (b) put an asterisk next to traffic bumps due to acquisitions... but still include them.

Here is my take on comScore info for Revolution Health's traffic (leaving out smaller and sub-sites that don't contribute enough).  These are estimated numbers, of course!

Revolution Health up for Sale, or just in Trouble?

Tongues are wagging across the valley about Steve Case's Revolution Health being up for sale.  Is this true?  Or is Revolution just in a bit more trouble (after all the rumors of folks being unhappy and leaving, no health insurance for quite a while, etc. etc.). 

Either way, their traffic is dropping precipitously - see the graph below, from Quantcast.

This is quite the drop-off.  However, it could also be a function of Revolution slowing down their SEM efforts - they grew their traffic aggressively using SEM (and who doesn't today?), but early estimates held that the Revolution gurus were spending between $400K - $800k/month between October 2007 to May 2008, without getting a proportionate return.  If that was the case, then it makes sense that they ramp down their SEM activities until they can run them profitably, or at break-even.... or even at a loss that is sustainable, given their overall burn-rate.

There is, of course, another option - that Google changed their algos with respect to Revolution Health, temporarily destroying their SEM strategies.  It happens quite often,  much to the detriment of Google advertisers. 

(Its not just SEM players who get taken to task every now and then; SEO companies also get whacked when the big G changes its ranking algos - witness what happened to Answers.com last year).

By the way, on a totally separate note,  the graph above shows why I love Quantcast;  comScore, which is the metrics provider of choice for most advertisers and agencies (specially in the Health industry), shows a company's total network.  A few months earlier,  Revolution signed a deal with Daily Strength, to supply ads to DS.  comScore would probably show Daily Strength Page Views and other metrics under Revolution Health.