-By AdweekMedia Staff Report

Among the millions of purveyors of online content, these select players are those that have, over the last year, grabbed the attention of consumers, marketers, the press and pop culture--generating explosive growth in closely watched metrics even as they make headlines for technological innovation, mega ad pacts and buzzworthy content. Below are AdweekMedia's picks for the 2006 Digital Hot List.

1. Weather.com

Universally praised by buyers for being able to deliver a mass audience (“ a staple for mass reach buys,”), the site also is proficient in executing on more targeted campaigns, using geography, lifestyle and the like. In addition, because advertisers are high on Weather.com’s innovation and flexibility with its ad products, the site has developed a reputation for embracing sophisticated rich media and enabling brand advertisers to run those big, splashy creative units they crave – especially during a major launch. Weather.com continues to grow after a decade on the Web.

Unique Audience: 30.3 Million
Percent Audience Growth: 22.9%
Pages Per Person: 23
Time Spent Per Person: 27:06

2. Forbes.com

Considered one of the old guard of the content Web sites, Forbes.com is also one of the best versions of a print publication translated to the Web. It is singled-out by media executives for its editorial depth, with a large staff dedicated exclusively to the Web site, as well as advertising innovations such as cash-back guarantees to advertisers and highly customized ad programs (some of which have even been adopted by the print publication). Forbes.com is headed by Jim Spanfeller, a trailblazer who left the print world for the Web and has been one of the ad medium’s biggest cheerleaders.

Unique Audience: 6.5 Million
Percent Audience Growth: 38.4%
Pages Per Person: 11
Time Spent Per Person: 5:48

3. MySpace

A heady mix of music and user-generated content has created a Web phenomenon among the 18-25-year-old set advertisers crave, with 27 million register users. Impressive, but the more eye-popping number is the 1 hour 42 minutes visitors typically spend monthly on the site. Rupert Murdoch was sufficiently wowed to shell out $580 million for MySpace parent Intermix in June 2005. Now, News Corp. has to keep the site’s hard-won cred with its fickle audience while convincing advertisers to tap into the wild world of user-generated content. The opportunity is too big to pass up: MySpace now serves up more pages that Google.

Unique Audience: 12.0 Million
Percent Audience Growth: 455%
Pages Per Person: 405
Time Spent Per Person: 1:42:14

4. Nick.com

It’s fitting that a kids site would lead the charge toward media convergence and an on-demand universe. With the launch of Nick Turbo in June 2005, Nick took an already robust site and one-upped its prime competitor, Cartoonnetwork.com, in developing an outlet that combines the best of online and TV platforms. Points our one exec, Nick sees the Web site as part of the overall brand rather than an adjunct to the TV network. With TurboNick, visitors can watch full-length episodes of current, old and even yet-to-premiere shows. Advertisers can run 15-second spots and incorporate their brands throughout the site.

Unique Audience: 4.6 Million
Percent Audience Growth: 21.7%
Pages Per Person: 44
Time Spent Per Person: 31:50

5. BusinessWeek Online

Once little more than a Web version of the magazine, BusinessWeek Online now acts, and attracts, like a media property in its own right. A home-page redesign in August of 2004 – and the continued rollout of new features and Web-only content – caused unique audience to jump from almost 1.5 million to 2.4 million in nine months, with double-digit percentage gains in other audience metrics as well. Is it a challenger to Forbes.com? Not yet. But is recent performance should make competitors and advertisers take notice.

Unique Audience: 2.4 Million
Percent Audience Growth: 58.9%
Pages Per Person: 8
Time Spent Per Person: 5:33

6. MSNBC.com

MSNBC.com’s status as an early adopter of free video content is on reason the site sports such strong audience figures, and its distribution through Microsoft’s MSN doesn’t hurt, either. While CNN.com declined in unique users from October 2004 to June 2005 (and just began to offer free video in June), MSNBC.com increased from 21 million to 23.8 million. Advertisers also give the sales team high marks for ad innovation and service, using its extensive video content as the perfect place to stream ads.

Unique Audience: 23.8
Percent Audience Growth: 13%
Pages Per Person: 25
Time Spent Per Person: 27:34

7. AskMen.com

AskMen.com has quietly built a large audience by taking a broad approach. Says one buyer, “It’s like Maxim, but…more substantive.” The result is survival in a media universe where few online-only magazines have lasted. The site’s sizable male audience has impressed media buyers, leading to its acquisition by gaming giant IGN Entertainment in June 2005. Also noteworthy: The brand’s smart use of search traffic – AskMen regularly appears on babe-specific search queries – undoubtedly delivers a healthy stream of visitors.

Unique Audience: 1.8 Million
Percent Audience Growth: 11.2%
Pages Per Person: 9
Time Spent Per Person: 5:01

8. IMDb

“The Google of its category,” says one online media executive in describing IMDb.com (Internet Movie Database). Between bloggers who link to it and users who find it at the top of a search for a movie title, the Amazon.com-owned site gets more that 12 million unique visitors a month, who spend about 15 minutes per month on the site. Movies are one of the hottest categories on the Web, and while IMDb should try to entice more Hollywood to advertise on it, the site is drawing advertisers from other entertainment categories.

Unique Audience: 12.5 Million
Percent Audience Growth: 19.1%
Pages Per Person: 34
Time Spent Per Person: 15:22

9. AOL Music.com

While most of America Online is trying to convince nonsubscribers that AOL.com is a worthy portal, AOL Music is ahead of the game. Most recently expanding its visibility with the July Webcast of Live 8, the site has shown strength where AOL is weakest, by creating traction with the general Web audience. AOL Music “has become a destination using TV-like programming,” says one buyer. Besides a live video show, Top 11, it features exclusive releases and listening parties, delivering advertisers a young, commerce-friendly audience.

Unique Audience: 20.7 Million
Percent Audience Growth: 40%
Pages Per Person: 6
Time Spent Per Person: 25:56

10. HGTV.com

The online expression of the HGTV brand, HGTV.com has taken two separate phenomena – the real estate boom and increasing penetration of broadband – to create a destination for both consumers and advertisers that is every bit as worthwhile as the cable channel. Heavy on video, the Scripps Networks site includes extensive how-to demos and features on hip home offices, which appeal to both men and women. With so much to see, time spent on the site increased by almost 40 percent from October ’04 to June ’05.

Unique Audience: 4.8 Million
Percent Audience Growth: 38.5%
Pages Per Person: 17
Time Spent Per Person: 11:03