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The Minimalists

Joshua Fields Millburn & Ryan Nicodemus write about living a meaningful life with less stuff for 4 million readers. As featured on: ABC, CBS, NBC, BBC, TODAY, NPR, TIME, Forbes, The Atlantic, New York Times, Wall Street Journal, USA Today, and National Post. They live in Missoula, Montana.

Celebrating 100,000 Monthly Readers (and 10,000 Hours Per Month)


100,000 Monthly Readers in Less Than 9 Months

We didn’t expect this to happen, especially not this fast—not in nine months.

It’s hard for us to believe it, but we are happy to share some exciting news: The Minimalists recently reached a milestone—more than 100,000 monthly readers.

(Cue the balloons, confetti, and cheesy celebration music—and join Ryan in his “artistic interpretation” of the Electric Slide.)

We Don’t Like Stats

We don’t typically report our statistics—mainly because we don’t care that much about them. In fact, this might be the only time you see us write about statistics on this website—stats just aren’t that important to us (they can be misleading or twisted to paint an inaccurate picture). Plus we don’t look at the numbers enough to report on them regularly.

We are, however, thankful to have accomplished this milestone in less than nine months (we officially launched The Minimalists on December 14, 2010). We’re also proud to have done this in an authentic way (i.e., we don’t use pop-ups, we don’t spam anyone, we don’t allow advertisements, we don’t push products on you, and we only want you to visit our site if you find value in doing so).

Which brings us to the stat we’re most proud of…

Celebrating Over 10,000 Hours Per Month, 6 Minutes Per Visit

Of course it’s nice to have more than 100,000 monthly readers, but that number is arbitrary and it can fluctuate like the stock market. Besides, “total traffic” is not nearly as important as another statistic that often goes ignored: average time on site. We like to call this stat the “adding value meter.”

Because we focus on adding value rather than “getting new readers” (i.e., quality over quantity), we’re most proud of the following fact: the average person who visits our site spends over 6-and-a-half minutes per visit.

This might sound unimportant to most readers, but to put it in perspective: 3 minutes is good, 4 minutes is outstanding, and over 5 minutes is almost unheard of in the online world (once you get above 20,000 readers). This statistic means that many people spend hours on our site, reading through our journey and our archives and applying what they find to their lives. (Though, if you’re new, we recommend you start here.)

Or you can think of it this way: if there are more than 100,000 visitors per month at this site, and they average more than 6-and-a-half minutes per visit, then people spend over 10,000 hours per month here (actually, it’s over 11,000 hours), which means we have the opportunity to contribute thousands of hours to people each month—helping thousands of people live more meaningful lives.

So really we’re not celebrating 100,000 readers per month; we’re celebrating over 11,000 hours of life-changing experiences from those wonderful readers. And for this we are incredibly thankful.

We Are Sort of Ignorant

The most shocking thing about this websites’ growth is that we’re sort of ignorant: We didn’t know anything about how to start a blog or a website a year ago (we’re still pretty clueless when it comes to HTML and CSS and all those other strange acronyms we don’t understand). We didn’t know how to design or code or do any of that cool stuff to make a website shimmer. We didn’t have any long-term goals or plans to reach 100,000 readers. We simply knew we wanted to add value to people’s lives—that’s why we started writing essays on this site.

A Public Thank You

We would be remiss if we didn’t thank some of the people who helped us get where we are today. First, we must thank our readers. We write these words for you. And it is because of you—and all the people with whom you share our essays—that we’ve been able to reach so many people.

We have also received an incredible amount of support and guidance from the online community, including Colin Wright, Leo Babauta, Joshua Becker, Julien Smith, Dave Bruno, Francine Jay, Jonathan Mead, Nina Yau, Courtney Carver, Tammy Strobel, Corbett Barr, Adam Baker, Sean Ogle, Chris Guillebeau, Thom Chambers, Sam Spurlin, DK, Tyler Tervooren, Joel Runyon, Jeff & Marla Sarris, Matt Gartland, Jenny Blake, Chase Night, Mark D. Robertson, Micah Reading, and many others (there are honestly too many to name, but we are thankful for you nonetheless).

Now that this feels like a strange, self-indulgent, Grammy acceptance speech, we guess it’s time to exit stage right. Thank you all for your continued support. We appreciate you. (Oh, and thanks mom!)

Help us grow by sharing this exciting news with any of your friends (or enemies).