For the week ending February 28, 2010
The Solo Blog Index
Big movers: PinkManhattan +9%, AyalaSmellyBlog +7%, FirstNerve +6%, Olfactarama -131%, MaisQuePerfume -16%, BitterGraceNotes -13%, GrainDeMusc -8%, PerfumeShrine -7%, AnyasGarden -6%
The Team Blog Index
Big movers: none
The Corporate & Community Site Index
Big movers: OsMoz -7%
A down week on all three indicators, led by a 13 point drop in the Solo Blog Index. Overall the SBI had 13 losers and only 5 gainers. The index was pulled down by Olfactarama which posted an eighth consecutive weekly decline and dropped 131% in one of Alexa’s periodic sudden downdrafts. Adding to the pain were MaisQuePerfume which reversed five consecutive up weeks with a substantial drop, and BitterGraceNotes which sank for the fourth consecutive week. On the positive side, PinkManhattan extended its rise to a fourth straight week and FirstNerve notched an eighth consecutive uptick.
The Team Blog Index continued its sideways trajectory of the past seven weeks; none of its sites moved more than 5% .
The Corporate & Community Site Index found itself at a new record low of 31—like all the indexes it started life on August 9, 2009 pegged at 100. This week’s 4 point drop was due to Osmoz which lost 7% in its eighth consecutive down week. Sniffapalooza slipped 1% in its fourth straight weekly decline.
The Long View
Our weekly report always displays the most recent seven weeks of activity on the Smelly Web Indexes. Every so often it’s worth taking a longer view—back to the beginning nearly seven month ago.
A few things jump out from this chart. The Corporate & Community Index has been on a long, steady decline since mid-September 2009. In the same period the Team Blog Index has held steady in a narrow range, while the Solo Blog Index has declined somewhat since peaking in mid-December.
Why the difference in trends? Some of it can be attributed to the intrinsic nature of the sites. Blogging is time-intensive and team blogs can sustain a higher frequency of posting and comment reply than solo blogs—both factors which keep Alexa rankings high. But by the same logic, corporate and community sites should enjoy an even bigger advantage; yet their rankings are sliding. Does this reflect a slackening of interest in fragrance as a topic, or are readers finding these sites less compelling? You tell me.