Playground →
New Scientist's top 10 nearest neighbors span four distinct subcategories — Magazines, Websites, a Blog, and a News Publisher — with no single neighbor pulling far ahead of the rest.
The shape is flat: scores run from 0.96 down to 0.94, a band of less than two percentage points across all ten. Scientific American leads at 0.96, followed closely by WIRED (0.95) and WIRED Science (0.95). Popular Science (0.95) and Science Magazine (0.94) round out the science-magazine cluster. Five of the ten neighbors share New Scientist's own subcategory — Magazines — making this partly a same-kind pattern, but the remaining five are not. The Verge (0.95), Medium (0.94), and Ars Technica (0.94) are Websites; Gizmodo (0.94) is classified as a Blog; and Nature News & Comment (0.94) is a News Publisher. The cross-kind presence of tech-and-culture web properties alongside peer science magazines is the defining feature of the cluster: the audience that reads New Scientist also maps closely onto digitally native, intellectually oriented media regardless of format. Airbnb (0.95) is the one non-media outlier in the top 10, a Travel brand whose audience shape nonetheless lands squarely inside this cluster.
The flat distribution signals an audience with broad, consistent overlap across science publishing, tech media, and general-interest digital outlets — no single neighbor dominates, and the pull is roughly equal across all ten.
