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National newspaper sites’ traffic slides after Brexit bounce

Most of the UK’s national newspaper websites saw their digital traffic slide in July following a record-breaking month in June around the Brexit vote.

Mail Online saw average daily browsers fall by 1.2% to below 15 million, while the Guardian saw a 6.9% fall in browsers, taking it back below 10 million, according to the latest Audit Bureau of Circulations figures published on Thursday.

The Telegraph and Independent sites saw even bigger falls, with the Telegraph down by 7.6% to 5.2 million browsers and the Independent down by 8.9% to just under 4 million. Traffic at the Express and the Sun also declined.

Though the record month for news websites in June set a high bar for newspaper websites, traffic could also have been affected by a change in Facebook’s algorithm at the end of June that prioritised posts from friends rather than publishers’ pages.

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