Nik Darlington and Alexander Pannett 10.30am
This time last year there was no such thing as Egremont, yet in September, thanks to you, our readers, we were voted the 5th best Conservative blog in Britain in the Total Politics Blog Awards 2011.
We have been pleasantly and quietly stunned at this ascent, proof that there is room in the blogosphere, amid the shouting and name-calling, for pragmatic, centre-right commentary.
Herein a review of our year: an account of where we have come from, how we have done it and what we have covered.
Twitter. A few words on that. All our posts are automatically tweeted via the Tory Reform Group and those of us on Twitter post and share articles and comments. These are in turn shared by followers (thank you). Since February, direct referrals from Twitter have comprised 13 per cent of our page hits, slightly behind the highest, Facebook, which gives 19 per cent of our referral traffic.
These figures have fluctuated (Twitter has on occasions provided up to one-third of referral traffic) but Facebook is usually ahead. This comes as something of a surprise because it feels that Facebook’s reign as the pre-eminent social media sharing platform is over and Twitter is in the ascendancy. But there you have it. We have a Facebook page too, on which all our articles are linked, and it seems to be working by sending nearly one-fifth of readers our way. Particular thanks go to Aaron Ellis for his assistance with its running.
The power of referral traffic is very clear. Guido Fawkes provided one-tenth of that traffic - or 1,538 hits - but most of it came from one article and in a single day. Saying that, fully one-third of traffic was from search engines, a vindication of our SEO strategy and a comforting sign that readers are actively looking for us (or stumbling across us!) rather than just being told to look at us. Eighteen per cent came direct.
Paul Abbott has achieved a lot this year in his full-time guise as Robert Halfon’s more-than-capable parliamentary confrere, not least setting up the brilliant Parliamentary Academy and being a driving force behind the FairFuelUK campaign that prompted the Chancellor to cancel a planned rise in fuel duty.
But we are sure that Paul would agree with us that his most noteworthy achievement of 2011 was to cause a one-thousand-strong stampede to Egremont on 23rd November. ‘Why the Left should love Margaret Thatcher’ has had more than 2,000 unique page views and been syndicated elsewhere thanks in part to Paul’s incisive prose and winning analysis but also the mighty sway of Mr Fawkes, who kindly referred to us as ‘the Wets’ blog’ (thank you, Harry).
Generally, readership has been consistent throughout the year, with the occasional noticeable peak. The ‘big bang’ arrived shortly before the Barnsley by-election, 3rd March, as Craig Barrett’s article ‘Liberal Democrats are looking down the barrel in Barnsley’ won positive reviews (one half of the editorial team is gracious enough to concede that his learned-if-not-sensationalist commentary on Oxbridge dons was not the principal cause of attention that day).
Then on 3rd May, Stuart Baldock wrote an insightful piece about the Libyan rebels and there was poignant coverage of UN World Press Freedom Day; but the draw was Cllr Rene Kinzett’s presentation of ‘the Conservative argument in favour of the Alternative Vote’. It was a brave and well-argued article deserving of publication. Perhaps not our most ‘popular’ feature of the year if the outcome of the AV referendum was anything to judge by, but it received plenty of attention.
August is usually the sleepy month of politics but this year we had riots. On 9th August, Nik Darlington’s in-the-moment reflection (‘We know nothing, except we are all to blame for this’) attracted Egremont’s highest traffic thus far. It was syndicated on the front page of the Huffington Post and received interest from TV station Al-Jazeera.
Media website Journalisted listed the biggest three news stories of 2011 as the Arab Spring, phone hacking and the Eurozone debt crisis. All three topics received plenty of comment on these pages, humble though we would say it was. We would not pretend to be major actors in these debates, let alone lead them. We try to focus on our columnists’ areas of expertise and on less well covered issues. But we always try to ensure our coverage matches the import of events.
Our columnists this year have come from far and wide. We have been honoured to feature blogs from the former foreign secretary, Sir Malcolm Rifkind MP, from John Lamont MSP, and from current Conservative MPs, Robin Walker, Robert Buckland and Rory Stewart.
And to name just a few of our more regular commentators: we have had economic and political analysis from David Cowan, who also won a Spectator economics blogging prize in October. Former TRG chairman, Giles Marshall, always offers a thought-provoking take on the shape of the modern Tory party. Aaron Ellis brings hard work and dedication to the foreign affairs brief. Sara Benwell gives us an edge in the finer details of finance. Meanwhile Craig Barrett’s pithy and profound musings about everything from electoral politics to taxation have been consistently among our highest read articles.
For some months, Jack Blackburn, as well as being our resident expert on film, culture and theology, has been turning his hand to weekly reviews of PMQs. Jack’s ‘letter to Mrs Miliband’ in November was utterly inspired and as good a PMQs review as you will read on any national broadsheet.
Naturally, most of our readers come from the English-speaking world and as much as 80 per cent from Britain (79 per cent) and the United States (11 per cent). Canada, France, Australia, India and Germany also have sizeable followings and our readers are spread as far and wide as Sierra Leone, the Seychelles, Haiti, the Palestinian Territories, Iran, Mongolia, Peru, Latvia, Israel, Vietnam, Japan, South Africa, Sweden and even, dare I say it, Uzbekistan.
And that, as they say, is that. The end.
Merry Christmas and see you in 2012.