There has always been a counter on his home page, so I'm guessing aggregate total visits over X period of time. The majority of his 'articles' have one.
Of course, he could just randomly increment the value using a script, but Maddox has been around a long time (I've been reading his site on and off for around 10 years) so I doubt he has need to.
Are we supposed to believe he has had 256,056,823 (current value) visitors to his one-day-up SOPA page?
Or is it the aggregate for total visits to his site, ever?