METALLICA Web Sites See Surge In Traffic Following 'St. Anger' Release

July 7, 2003

Online marketing for any band or artist is a key component of driving all new record sales, and METALLICA's new album, "St. Anger", has driven huge traffic to web sites, according to Newswire Report.

HitWise, a web site traffic tracking company, says that while the Bands and Artists category as a whole hasn't seen much of an increase in share of U.S. visits, the volatility within the category is huge as popularity of web sites for bands and artists changes daily.

METALLICA's official web site (www.metallica.com) currently holds the top spot in the Bands and Artists category, with just over 2% of category share (week ending June 14). The site has been on the rise since late March where the site ranked at #13, it steadily rose to #3 for the week ending May 3 and finally reached the coveted #1 position in the week ending May 31. The band's new album, "St. Anger", was released five days earlier than originally anticipated in an effort to thwart music pirates, and on the date of its release (Thursday, June 5),the official METALLICA web site's market share reached an impressive 5.18% of visits to Bands & Artists web sites, its highest ever market share percentage.

The majority of METALLICA's traffic for the week ending June 14 came from Search Engines (24.55%) and other Bands & Artists web sites (13.1%) of which 10.68% was other METALLICA web sites such as Metallica Vault (4.55%),MetClub (2.48%) and Encyclopedia Metallica (2.48%). Email Services (8.76%) and Software (2.83%) highlight the large contribution that online marketing strategies have played in referring traffic to this No. 1 web site. With 8.13% of METALLICA's traffic then visiting Retail Music sites to look at purchasing the CD — delivering high volumes of qualified traffic play a key role in this online strategy.

Hitwise Demographics for METALLICA's official web site reveal that a vast majority of the web site users are male (71%),while their largest group of visitors comes from the 18 - 24 age bracket (a substantial 23.8%). Read more.

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