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Apr 3 2008 6:09PM EDT

Overcompensating the Drudge Report Way

Does falling behind Arianna Huffington in the unique-visitors race have Matt Drudge feeling a little insecure?

"THANKS FOR MAKING MARCH '08 THE BIGGEST MONTH IN THE DRUDGEREPORT'S 13 YEAR HISTORY!" screams a banner that went up on the disturbingly influential news blog this afternoon. "MANY THANKS FOR YOUR CONTINUED SUPPORT... THE LOVERS AND THE HATERS... AND NEWS ENTHUSIASTS IN OVER 100 COUNTRIES!"

The "biggest month" claim is based on a total of more than 590 million "page loads," a somewhat controversial measure, since an automatic screen refresh boosts the total.

Last week, Drudge posted this story from the Newspaper Association of America's Digital Edge blog claiming Drudge Report is tops among 30 "current events and global news destinations," ranked in order of "sessions per person."

If you're wondering exactly what "sessions per person" measures, you're not alone. When I asked Beth Lawton, who posted the story on the NAA blog, why she'd chosen to rank the sites that way instead of using a more widely-recognized metric, she said that was just how Nielson Online had served up the data. "The things that we tend to pay attention to are the monthly unique audience and total page views," she added, quite sensibly.

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