comscore's january numbers just came out this morning. Wired droped 38% from 9.4 to 5.9 million. In one month. Hopefully for their sake thats a javascript screw up.
reddit rose 11% from 1.0 to 1.1 million. Again, in one month.
so if you were to over-extrapolate here you could say that reddit will overtake wired maybe late this year, but as it stands now wired is >6x bigger a media property.
The numbers that they show (the same place the one-billion pageviews stat comes from) indicate that they're now closer to 14 million monthly uniques:
1. http://seekingalpha.com/article/72911-why-was-everyone-wrong...
I remember once when comscore reported that delicious had dropped to 44k uniques when we had millions of actives, much less uniques.
What this tells you, though, is that if they are only seeing 1.1 million unique visitors a month that those visitors account for 1,000 page views a month which is a lot. And that's the average! I bet a lot of sites would love to have that number.
The only difference to the advertiser should be how fast they deplete the bought view/click-contingent for a given month.