By S. MOLLY DOMINICK

A recent article from Politico identified the Drudge Report as the “leading source of referral traffic” for many notable news organizations. This means that—other than browser searches and social media, which usually will lead users to news stories through links and shares—the Drudge Report is the No. 1 place where readers go to get routed to news.

First of all, the obvious thing to note is that the Drudge Report is openly conservative. It often crafts its headlines and arranges its content from a conservative perspective. The fact that this conservative news routing site ranks is most used brings up questions about the political demographics of news readers nationwide.

Does this reflect the views of the nation? More likely, it just sheds light on what we guessed already. Those who seek out news the old-fashioned way tend to lean more to the right; those who like their news brought to them (e.g. through apps) tend to lean more to the left.

The Politico article also notes that the Drudge Report has experienced very little change to its Web page over the years, which I found interesting.

When it comes to keeping users engaged, the mentality used by companies usually revolves around updating, upgrading and introducing change to keep things interesting. However, the Drudge Report has been mighty successful in keeping things exactly the way they are.

This might be more of a testament to the audience who most religiously uses the Drudge Report, as previously discussed. But it might also be something for other marketers and newsmakers to keep in mind before making major changes to what they offer. In some situations, consistency may be equated with reliability and could be a more effective strategy in keeping a loyal audience.