Exposed: Nikki Finke's Small-Time TrafficS

Hollywood blogger Nikki Finke has always been cagey about her Web traffic. But having sold her website, the stabby gossipmonger can't keep her numbers private any longer. All she can do is try and push them up. Which we'd recommend.

Finke's numbers just went onto Quantcast, no doubt through the efforts of her blog's new owner, heir and budding Web mogul Jay Penske, who presumably hopes opening his stats will help sell advertising. Finke is making north of $625,000 from Penske over eight years, according to the New York Times.

She gets around 30,000 to 40,000 people on her site each weekday. The may indeed be influential people. But there aren't that many of them. Except when Finke is the subject of a New Yorker profile, which she can turn into a traffic-spiking multimedia catfight.

Exposed: Nikki Finke's Small-Time TrafficS

It is, perhaps, unfair to expect Finke to attract the several hundred thousand daily readers of an LATimes.com, or the couple hundred thousand of a Gawker.com. Her site is very specialized in insider gossip, more akin to a Variety or Hollywood Reporter. In fact, 30,000 is roughly the circulation of one of those Hollywood trades, if not both.

But if Penske wants to use Finke as a linchpin of a robust online empire — and if Finke wants to seize the incentives that could reportedly double her take to $10 million over the life of her deal — those numbers will need to come up, which means Finke will somehow need to broaden her appeal. Loud fights can only take one so far, after all.