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Facebook and Google, which together drive the majority of web traffic on the internet, send traffic to different topics, research from digital analytics company Parse.ly shows. Facebook overwhelmingly drives lifestyle and entertainment news traffic, while Google largely drives business, tech and sports news traffic. When it comes to politics, Facebook is more likely to refer readers to presidential political stories, while Google is more likely to refer to stories about state and local politics.

Expand chart
Data: Parse.ly; Chart: Lazaro Gamio / Axios

Why it matters: The combined size of Google and Facebook make it nearly impossible for web publishers to reach an audience without their help. But even though they rely on them for traffic, publishers research from Digital Content Next, the trade association that represents premium publishers, finds that platforms drive just 14% of revenue.

Who are the "other" referrers? Parse.ly actively tracks news referrals in a daily-updated referral dashboard. These publishers tend to drive the most traffic to news sites on a daily basis:

  1. Facebook
  2. Google
  3. Twitter
  4. Yahoo!
  5. Google News
  6. Drudge Report
  7. Reddit
  8. Pinterest
  9. Linkedin
  10. StumbledUpon

Go deeper

Why online games have a shorter life span

"Grand Theft Auto Online" will join a growing list of obsolete games on older platforms this December when Rockstar Game shuts down the PlayStation 3 and Xbox 360 versions of the game.

Why it matters: Video game preservation is one of the biggest challenges when it comes to video games, physical or otherwise.

Historic heat wave expands across California, wildfire risk builds

Forecast high temperatures on Thursday from the National Weather Service. (Weatherbell)d

The record-breaking heat wave roasting the West is expanding its grip on Thursday, with the focus of the triple-digit heat shifting into California — particularly the Central Valley and desert regions.

Why it matters: Across the West, the combination of record heat, preexisting drought conditions, and dry lightning strikes from afternoon thunderstorms threatens to ignite numerous wildfires Thursday.

Albuquerque marks 50th anniversary of uprising over police violence

Rebellion at Roosevelt Park in Albuquerque, N.M., June 1971. Photo: Guy Bralley/Albuquerque Journal

Activists in Albuquerque this week commemorated the 50th anniversary of one of the first modern Mexican American rebellions against police over discrimination and harassment.

Why it matters: The "Albuquerque uprising" is part of the forgotten history of protests against police mistreatment of Latinos in the 1960s and 1970s. Since the murder of George Floyd, Latino advocates have tried to draw attention to that history and the often-overlooked police violence against Hispanics today.