Buzzfeed | ‘Boring’ Mitt Romney is Terrible for Web Traffic

In the war of partisan trash talk that frequently consumes online political media, one truth has emerged from this year’s election coverage that transcends ideology: No one wants to read about Mitt Romney.

The well-starched Republican’s traffic poison has been felt this year at websites across the political spectrum — including at BuzzFeed — and it’s left many editors, publishers, and bloggers yearning for the days of the unpredictable Sarah Palin, the maverick John McCain, and the Obama-Clinton blood feud. Bloggers and editors are left to decipher its causes — is it Romney’s discipline, his blameless personal life, or the simple fact that his supporters are less likely to be trolling the web?

“Some of this is probably because Romney is old news; in a sense he’s been running for president for five years,” said Matt Lewis, a blogger at conservative news site The Daily Caller. Lewis, like other journalists interviewed, declined to share specific metrics. But he said he sees a noticeable drop-off in online engagement when he writes a post about Romney.

“He’s also a middle-aged white guy, which is boring because it is so common in our history,” he said.

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