Necked (Updated)

There were some funny murmurings on Twitter about us not having commented on The Express Tribune's one-year anniversary issue. I really don't see why we needed to. I mean, we don't usually comment on other paper's self-congratulatory anniversary supplements. And contrary to popular perception, we are neither obsessed with ET nor do we go looking for opportunities to stick it to them. And to be fair, ET has matured in many ways since it began. It remains the best looking newspaper in Pakistan and, while there is still plenty to poke fun at in terms of content (as there is in other papers), it is still the only paper to appoint an independent ombudsman for reader complaints, an innovation that other Pakistani papers would do well to emulate.

With all the stuff going on around us politically and even in the media, we also really haven't found the time to do an exhaustive read of the anniversary supplement. I doubt anyone actually does that with any supplement, aside perhaps from the paper's own staff. However, thanks to the urging of friends, I did finally go through it quickly. What I liked about it was the general reliance on colourful graphics and design to convey the journey of the paper rather than boring pages of dense text that nobody would ever read (Dawn Supplements, I am thinking of you). A nod must also be made towards the willingness of ET to laugh at itself, by forthrightly accepting the major bloopers that have graced the pages in this one year (couldn't find the link to the page online), some of which have been the focus of much raucous commentary on this blog too. Many of the articles included from regular oped writers were remarkably double-edged for a congratulatory special issue (try this from Sami Shah or this from Fasi Zaka or this from George Fulton) but at least had the virtue of being honest. This bizarre piece of punnery and indulgence from the paper's City Editor Mahim Maher, however, I have to admit, did leave me quite speechless.

Quite aside from all that, there was one contention in young publisher Bilal Lakhani's piece in the issue that someone pointed out to us which does need to be addressed. In his piece he makes the following assertion:

"The result is that now The Express Tribune is among the top three English language newspapers in the country in terms of circulation; online we are neck in neck with a paper that had a 60-year head start."

I am not going to contest the comparative circulations of Pakistan's English language press (let's just say the assertion can mean nothing even while being perfectly true). However, allow me to just question the latter assertion, that ET's online presence is "neck and neck" in terms of readers with that of Dawn (the only paper with a 60-year head start to ET). And the reason that I can question that assertion is because it is very easy to verify. Keep in mind that we are not talking about aesthetic qualities or better design, simply quantifiable facts.

Here is what I get when I check the online readership of  Dawn (dawn.com) against that of The Express Tribune (tribune.com.pk) on Google Trends, which gives you a handy estimate of daily unique visitors:

The blue line is Dawn, the red one ET. As you can see for yourself, "neck and neck" is not quite how one would characterize the comparison.

Do a comparison between the online hits on Dawn, The News (thenews.com.pk) and ET and this is what you get (blue line is Dawn, red is The News and yellow is ET):

So, according to at least Google Trends, one could ostensibly claim that ET is sort of neck and neck online with The News, but then neither does The News have "a 60-year head start" nor would anyone ever accuse its website of being either user-friendly, hip or well-designed.

Just to put things in perspective, I also did a comparison of these three English papers' online presence with the atrocious ones of the Urdu papers Jang (jang.com.pk) and Express (express.com.pk):

Here the blue line is Jang, red line is Express, yellow is Dawn, green is The News and purple is ET. Yup, so while Express currently rakes in almost double the number of hits Dawn does, Jang towers above them all with over three times as many unique daily visitors as Dawn.

Moral of the tale: Congratulate yourself for your genuine achievements by all means, but don't make silly assertions that can be easily caught out.


: : : UPDATE : : :

In response to various assertions and questions in the comments, we have a new post up with a detailed analysis of the relative positions of Dawn, The News and ET vis a vis  their online presences. The new post can be found here.