A publication of the World Editors Forum


Fri - 19.01.2018

Mail Online leads the increase of unique newspapers website visitors in the UK market

Mail Online leads the increase of unique newspapers website visitors in the UK market

Good news from the UK newspaper websites market.
ABC figures - reported by Journalism.co.uk - show a general increase in traffic for the month of March.

The Mail Online leads this positive trend, with a 29.59% increase of monthly unique browsers compared to February's results.

The Guardian.co.uk and the Telegraph.co.uk follow with, respectively, an increase of 24.54% and 22.21%. Good results come also from the Independent.co.uk (+7.10%) and from the Mirror Group (+4.75%).

Results for the Times and the Sun, the article highlighted, remain unreported, as requested by News International following the introduction of a paywall for the Times and Sunday Times last year and following ABC's announcement of changes in its policy that allow members not to publish online traffic figures.

Mail Online represents an example to follow for its rivals, noted Stephen Glover in the Independent, (who declared, as well, to be a columnist for the paper) as last month it overtook The Huffington Post to become the second most popular newspaper website in the world.
The article cited Comscore, which stated that the Mail Online recorded nearly 40 million so-called unique visitors, following the New York Times with nearly 62 million and being followed by the Guardian, in a fifth place, with nearly 31 million.

The Mail Online represents a good example in Glover's opinion because, even if it entered the digital race slower than other competitors, it managed to achieve great success by having a different approach compared to the others. It did what no other British newspaper had done - the article noted - produce an online version strikingly different in spirit to the newsprint one.

The content doesn't differ so much, but it differs in the way it is presented, carrying prominent stories about showbiz types and being more relaxed and less censorious about models and starlets partially undressed.

As previously noted, this advance can be attributed, in part, to Mail Online's expansion into the US. It has opened offices in Los Angeles and New York and it has additional American content for American readers.

Glover also highlighted the reflexes this increase in audience could have on advertising. "Mail Online tailors its advertising to regular users whose "cookies" it recognises from visits to other Mail group websites. Users are broken down into more than 700 separate categories, and every regular visitor receives different, targeted advertising", he wrote.

Some changes might also be about to place in the Daily Mail paper edition. According to Guardian's Roy Greenslade, the paper could be about to change its size to one more like the Sun's format. In February, the Daily Mail & General Trust, the paper's owner, said it would leave its print facility in favour to build a news press plant in Essex. But there are rumours - the article noted - saying DMGT could also simply move to the print division of News International that runs three print facilities in Britain.

Sources: Journalism.co.uk, Independent, Guardian



Federica Cherubini


2011-04-29 14:53

The World Editors Forum is the organization within the World Association of Newspapers devoted to newspaper editors worldwide. The Editors Weblog (www.editorsweblog.org), launched in January 2004, is a WEF initiative designed to facilitate the diffusion of information relevant to newspapers and their editors.

© 2015 WAN-IFRA - World Association of Newspapers and News Publishers

Footer Navigation