I have 2 different websites, not the only 2 but the only 2 involved in this study, both get at least 1/2 million page views a month, both are updated monthly with new stuff, both have opt-in email newsletters for visitors who want to be notified of updates, both have about the same number of subscribers for the updates, both sites show a significant increase in visitors when new stuff gets added. I picked these 2 sites for comparison because their numbers are so similar.

So why, since both sites experience about the same traffic increase after updates, on one site does the eCPM go up nearly 100%(doubles!) when new stuff is posted but on the other, the eCPM drops by 10-25% when new stuff is posted? The difference is that one site is set up more like a blog, all the new stuff goes onto the same page(one long page) then later is categorized and the past updates are put onto their own new pages. On the other site, new pages are created to store the new stuff then updates are announced as links to the new information and new pages.

The difference is huge, like the elephant in the room that people talk about. Make a page on your site just to announce updates, and put all updates directly on that page. Later, make new pages for that info. Don't just throw up brand new pages and think you are going to make extra money from them just because they bring in extra visitors. You can actually make less from the extra visitors if all your regular visitors are also flocking to that page with no G ranking.

Advertisers don't like brand new pages with no Google ranking, no matter how great the info is. My advice is to keep about 3 or 4 of your lastest updates on one long page, then make new pages and categorize later.