Rob Duffield, general manager at The Guardian, Australia, shared a story of confusion that caused his news media company to see a huge rise in traffic:

There are two Guardian newspaper titles in Australia.

One is a small newspaper that has been present there for almost 30 years with the circulation of only 4,000, Duffied explained during the 7-minute Brainsnacks session at the INMA European Media Conference in Budapest, Hungary. The other is the Australian Web site of the famous, international The Guardian.

Both have similar URL’s. The first (smaller) one is The other (larger) one is

And that’s when the confusion came in when the smaller Guardian debuted its Web site in 2013.

Additionally, being similar in layouts (Duffield insists that his newspaper was the first one with these colours), his Web site’s traffic rose in one day only from 3,690 views to 39,821.