Who Reads Sourcing Innovation?

Educated, informed, driven individuals like you … who care more about education, innovation, and self-improvement than the gossip of the day. You’re in good company. Last week, over a 5 day period, a sample of approximately 1,000 randomly-selected unique IPs were traced back to 888 unique organizations. Here are 88 random companies from the full list. As one smart and informed individual remarked, it’s a “who’s who of global sourcing“.

  • Aerospace Distributors
  • Alcan Aluminum Corp
  • Amazon.com
  • Ameriprise
  • Army & Air Force Exchange Service
  • AT&T
  • Bank of America
  • Bell Canada
  • Boeing
  • Canadian Tire
  • Caterpillar
  • Chevron
  • Cisco Systems
  • Computer Sciences Corporation
  • Continental Airlines
  • Cox Enterprises
  • Data General Corporation
  • Deere & Company
  • Defense Research Establishment (Canada)
  • Deutsche Post
  • Earnst & Young
  • Eaton Corporation
  • Emerson Electric
  • Ericsson
  • Fisher Scientific
  • Fox Entertainment Group
  • Fujitsu
  • General Electric
  • GlaxoSmithKline
  • Google
  • Harcourt General
  • HCL Technologies
  • Henry Ford Hospital
  • Hertz
  • Hewlett-Packard
  • Hitachi Credit America
  • Home Depot
  • Honda
  • Honeywell International
  • IBM
  • Intel Corporation
  • Johns Hopkins University
  • Johnson & Johnson
  • JP Morgan Chase & Co.
  • Kohler Company
  • KPMG
  • Kodak
  • Kroger
  • Loblaws Companies
  • Loyola University Chicago
  • MIT
  • Merck and Co.
  • Molson Coors
  • Motorola
  • NBC Universal
  • Nordstrom
  • Northrop Grumman
  • Oracle Corporation
  • Oxford Brookes University
  • Perseco North America
  • Pratt & Whitney Canada
  • Praxair
  • Raytheon Company
  • Research in Motion
  • Rhodes University
  • Royal Melbourne Institute of Technology
  • Samsung
  • SAP
  • SAS Airline
  • Schneider National
  • Shell
  • Siemens
  • Solar Turbines, Inc.
  • Sony
  • Staples
  • Sun Microsystems
  • Suncor
  • Tata
  • Texas A&M University
  • Time Warner Telecom
  • United Nations Office
  • United Parcel Service
  • University of California
  • Uponor
  • Virgin Media
  • Wachovia
  • Wal-Mart Stores
  • Whitepages.com
  • Like you, these readers are globally focused … and global. Even though about 95% of Sourcing Innovation’s readership, as you would expect, is from North America, Europe, and Asia, in that order (in a rougly 63%, 17%, 15% split), Australasia, South America, and Africa are also increasingly represented. In fact, the last month saw traffic from 168 countries.

    SI’s readers are also numerous (and growing monthly). On an average day, around 1,000 of your intelligent and innovative peers will visit Sourcing Innovation, and in an average month, at leat 11,000 of your global counterparts will be here with you, collectively hitting the site about 150,000 times. (And, as I’ve pointed out before, that traffic is on par with many of the “leading” publications in the space, and was enough to secure Sourcing Innovation top blog on three of the five top external traffic ranking sites. See the archived posts, linked on the sidebar.)

    I’ve seen some ridiculous claims on websites about readership levels, which is a shame, because it penalizes those of us who provide accurate data. For example, if a site that publishes new content daily claims to have a regular readership of 10,000, yet it only gets 20,000 hits a month, that says the “average” reader only visits the site 2 times a month, which makes no sense. Remember, the numbers have to add up and make sense. If they don’t, they’re just wrong.

    I’ll outline in my next post about how to make sense of the confusing jumble of web statistics thrown at you. In Sourcing Innovation’s case, the “average” reader visits 2 to 3 times a week and accesses about 10 pages a month. Most accesses are home page accesses (which allows the reader to catch up on all the posts since their last access). This is about the regularity you’d expect from experienced and informed supply chain leaders who are too busy to spend a lot of time reading blogs, yet take the time to make Sourcing Innovation an integral part of their news, research, and continuing development efforts.

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