I'm very concerned about our readership of late. In the wake of recent publicity I want to call your attention to a few figures that I believe might spell doom for Zero Hedge. Doom. Pure and simple.
I know what you are thinking, but I want you to forget for a minute that crap about the statistical illegitimacy of wielding a single commenter (or even an anecdotal few) against Zero Hedge as a measure of a population that numbers over 100,000 readers. That falls right into the "fact trap" as I call it. Facts trap us. They limit us to a particular demographic and make us slaves to topics we cannot control any more than we can control the facts. Our anemic growth since January is proof of that. What is important in today's media is anecdotal data. It is richer, deeper, (once we add our fluffy prose) and fits better in prime-time print with glossy pages. One well-told story about a fringe commenter is significantly more penetrating than a regression of our entire audience. Further, it commands the interest of a wider range of readers (particularly those uncomfortable with numbers or charts). We are losing the publicity battle in the mainstream press here. True, efforts to assail our content and long missives (often error plagued) targeting some of Zero Hedge's messengers have yielded little fruit, but this new approach, attacking our readers, is frightening and dangerous. You see, apparently "day traders" make up the majority of Zero Hedge's audience.