Some background numbers for "Scientific" American and Watts Up With That: Is it possible that WUWT is more influential in the global warming debate?

Google Trends: "scientific american"

2009: Scientific American to Slash Rate Base 20 Percent - Audience Development @ audiencedevelopment.com

Following its merger with book publisher Macmillan’s Nature Publishing Group last fall, Scientific American has reduced the rate base for its U.S. edition from 575,000 to 450,000—a more than 20 percent drop.
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Through the first half, Scientific American’s ad pages plummeted 42.3 percent, according to Publishers Information Bureau figures.

January 2012: Hurrah for 8 orders of magnitude! | Watts Up With That?

For it is today that Anthony’s outstanding blog welcomes its 100 millionth visitor: eight orders of denary magnitude. In the twinkling of an eye, Wattsupwiththat.com has become one of the most significant and influential news media on Earth. Rupert Murdoch, eat your heart out.