According to SiteScanner's availability survey, Sweden's top blog Blondinbella has been down 95 hours since March.
SiteScanner created an automatic virtual blog reader that visits blondinbella.se every five minutes, 24 hours a day. From March until today's date around 250,000 readers were unable to reach their favourite blog for a combined period of four days. This means that Blondinbella's blog has spent seven percent of its lifetime off-line.
According to Swedish magazine Dagens media the blog loses an estimated SEK 35,000 - SEK 50,000 in advertising revenue in that time. The loss from the blog readership's perspective cannot be measured.
“This is far short of an acceptable level. From a business point of view, availability this low can be devastating. Blondinbella as a brand name is weakened whenever the blog is off-line,” says Olle Bodelius, CEO at SiteScanner.
Blondinbella.se had a long interruption in week 14 as a result of sabotage to the host Spotlife's servers. This disruption only explains half of all the downtime, however.