ComScore says “Millennial publisher” Mic’s audience is “shrinking,” but Mic counters that current measurements don’t account for their huge social audience. ComScore measures monthly website visitors in the U.S., and by that metric Mic’s audience is down from a peak of 21.5 million in December 2015 to just 6.6 million this August. But Mic’s president reports that “ComScore accounts for about 10% of Mic’s actual audience.” The other 90%? The brand says they’re engaging on social or watching distributed video, which ComScore doesn’t measure. Mic may have a point, and they’re not alone in arguing that current analytics haven’t kept up with “the changing digital media landscape.” (Business Insider)
