MPA's Virtual Kelly Awards Get More for Less

More Tuned in Online, but Average Visitor Spent Just 5.5 Minutes

By Published on .

NEW YORK ( -- It looks like the Magazine Publishers of America may have found a cure for that award-show congestion that rises up every years and demands an inordinate amount of time for dressing up and watching other people get honored. Its "virtual," online-only Kelly Awards last month appears to have attracted significantly more attention than any live, lengthy Kelly Awards ceremony before it.

When the Kelly Awards were an actual physical event, they drew about 500 people in person; last year the Kelly Awards website also got about 64,000 page views in June, the month of the Kelly presentations.

This year there was no 500-head ceremony, but traffic to the Kelly Awards site got more than 118,000 page views in June, a 84% increase over June 2006, according to the Magazine Publishers of America and Visual Mercenary, which created the site. Visits lasted an average of 5.5 minutes. How's that for efficiency?
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