Mail Online soft launches Australian content as Nielsen rankings remain stable

The Mail Online has switched its website to largely Australian content, in what appears to be a full launch for one of the newest entrants in the Australian online news space. 

In recent days the Australian editorial of the Mail Online, which now numbers close to 50 staff, has taken over the homepage of the website for Australian users with a mix of local celebrity, gossip and even political stories with a strong tabloid angle. Tabs on the homepage now offer uses the US and UK versions of the site.

Mi9, which is a 50 per cent partner in the joint venture, declined to comment on the move, saying it does not provide a “running commentary” on changes to the news site, but its comes as Nielsen numbers show the site has retained its sixth place ranking.

Nielsen’s latest numbers show that while the top six rankings stayed the same, like the smaller online publishers Australia’s big news websites took a hit in traffic, due in part to the proximity of the Easter and Anzac Day long weekends.