How a Bare-Bones Website Turned Headlines Into Millions: The Drudge Report Case Study

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What if I told you that one of the highest-earning websites on the internet looks like it was built in 1995 and never updated? Because, well… it was.

No flashy graphics. No social media feeds. No fancy branding. Just black text, white background, and millions of dollars in ad revenue.

Welcome to the world of DrudgeReport.com—where simplicity reigns supreme, and the traffic (and cash) just keeps rolling in. If you think you need cutting-edge design, high-tech features, or a team of content creators to make serious money online, this case study is about to flip your perspective upside down.

Let’s break down how this minimalist news aggregator pulls in over $1.2 million a month—and what new online entrepreneurs can learn from its success.

What the Heck Is the Drudge Report?

If you’re under 30 and haven’t been following political news for the past two decades, you might be asking, What exactly is DrudgeReport.com?

It’s a news aggregation site—basically, a one-page buffet of links to the day’s biggest headlines. Founded in 1995 by Matt Drudge, the site skyrocketed to fame after breaking the Monica Lewinsky scandal, proving that the internet could rival traditional media when it came to news reporting.

Here’s what makes it unique:

It has looked the same for nearly 30 years. Seriously, it’s like stepping into a time machine.
It doesn’t produce original content. It just curates links from other sources.
It gets insane traffic. Despite its lack of bells and whistles, millions of people visit every single day.

So, how does a website that hasn’t changed since the ‘90s make more money in a month than most people do in a lifetime?

Let’s dive in.

The Traffic Machine: How DrudgeReport Pulls In Millions of Visitors

DrudgeReport.com doesn’t rely on social media trends, viral videos, or fancy SEO tricks to bring in traffic. Instead, it has built an audience that shows up every single day, out of habit.

Here’s a snapshot of its insane traffic numbers:

109 million visits per month (as of early 2025).
65% of traffic comes directly – meaning people type in the URL and visit on autopilot.
Average time on site: 23 minutes. That’s longer than most people spend on their morning coffee.

Think about that for a second. Most websites beg for attention. They chase clicks, grind for search rankings, and dance around social media algorithms. DrudgeReport? It just sits there and lets millions of loyal readers flood in.

That’s the power of becoming a habit.

Lesson for New Marketers: Build a Destination, Not Just a Website

If you want long-term traffic that doesn’t depend on paid ads or viral trends, you need to become part of people’s daily routine.

Some ways to do this:

Email newsletters that people actually look forward to (think Morning Brew or The Hustle).
Curated content hubs that serve as the go-to resource in a niche.
Communities where users return daily (forums, private groups, or interactive blogs).

When your audience remembers your brand and visits you regularly, you’re no longer at the mercy of search engines or social media algorithms.

The Money Machine: How DrudgeReport Earns $1.2 Million a Month

Here’s where things get really interesting.

Despite its no-frills appearance, DrudgeReport is an absolute cash cow. It earns millions every month—mostly through display ads.

How does that math work? Let’s break it down:

Pageviews per month: ~850 million.
Estimated RPM (Revenue per 1,000 views): $5 (a conservative guess).
Total monthly revenue: At least $1.2 million.

And because the site is just links, it has almost no operational costs. No big team. No expensive content creation. Just pure profit.

Lesson for New Marketers: You Don’t Need Fancy to Be Profitable

DrudgeReport proves that simplicity sells. You don’t need an expensive, over-engineered website to make money.

Here’s how you can apply this:

Start small – Don’t waste months perfecting your website. Get something basic up and focus on content and audience growth.
Use simple monetization – Whether it’s ads, sponsorships, or affiliate marketing, find an easy revenue stream that doesn’t add complexity.
Optimize for habit, not just one-time clicks – The more often people return, the more chances you have to monetize.

Key Takeaways: What You Can Learn from DrudgeReport.com

Simplicity Wins

If a plain-text website from 1995 can make millions, your business doesn’t need to be perfect to be profitable. Stop overcomplicating things and just launch.

Build an Audience That Returns

Most sites rely on viral traffic spikes that disappear overnight. DrudgeReport thrives because it’s a habit. Find ways to get people to come back regularly—whether through an email list, a membership, or must-read content.

Monetization Doesn’t Have to Be Complicated

You don’t need to sell products, offer coaching, or have a course. If you can generate consistent traffic, something as simple as display ads can bring in serious money.

Find a Content Model That Works for You

DrudgeReport doesn’t even create its own content—it curates. If you don’t want to spend hours writing blog posts, you can still build a valuable site by aggregating, summarizing, or analyzing existing content.

Your Next Move: Can You Build a “Drudge Report” of Your Own?

DrudgeReport’s model isn’t just for news – it can be applied to almost any niche.

Imagine a site that: