Steadier traffic, better advertising prospects, and e-commerce revenue — evergreen content promises all three. Evergreen content has long-term value, and leads to more organic traffic to the site. Organic traffic, widely considered to be the most valuable traffic source for publishers, is now responsible for over 50% of all site traffic. At Wired, 60% of the total visits are to new stories, 20% to stories that are between 1 week and 6 months old, and the remaining 20% to content that is older than 6 months. For The Atlantic, more than 50% of the traffic in a given month comes…
