Oh, he's good, that Matt Drudge. The online news magnate — a William Randolph Hearst without the empire — just released his latest astonishing traffic numbers. His Drudge Report, still basically a two-man operation, is now more popular than almost all newspaper web sites. We were looking forward to unpicking his numbers, because the fedora-wearing right-winger sets his tabloid news site to refresh, automatically, once every three minutes, whether or not anyone is sitting in front of the computer. It's an outrageous traffic trick, and quite unnecessary, given Drudge's authentic following. But Drudge is too much of a pro to be caught in an outright lie: he claims not page views, which would imply real people saw his site, but 425m page "loads".