Mail Online to launch Australian operation
Mail Online, the hugely popular online version of right-wing British newspaper The Daily Mail, is to launch a bureau in Australia, The Guardian newspaper is reporting.
Currently, Mail Online has one sales person – Lisa Robertson – based in DMG’s Sydney offices, however there are no confirmed plans to station journalists in Australia yet, Robertson told Mumbrella.
Mail Online currently boasts traffic of 2.3m unique browsers every month, according to Nielsen data, and is growing by 100,000 uniques monthly with a mix of TV and show business coverage. Around 200 articles are posted on the site daily.
The site is seen as a “guilty pleasure” by its Australian readers, Robertson told Mumbrella.
Mail Online overtook The New York Times as the world’s most-read online news source in January last year, and now boasts 90 million unique browsers.
Spare us please
User ID not verified.
Guilty pleasure indeed – I know a few advertisers that agree to blacklist it from ad network buys.
I give it a month before advertisers start getting called out in trade press for advertising alongside to T&A, violence and racist content.
User ID not verified.
Finally- a decent tabloid publication in Australia.
User ID not verified.
Agreed, a decent tabloid publication! Bring it on!
User ID not verified.
PeteyPie = Agreed -Finally a great publication with great global content-a refreshing change to the monotonous articles run by the likes of News and Fairfax.
Tom- T&A / racist comments …they are everywhere, you only need to look in the pages of Sydney Confidential or watch “Being Lara Bingle”
I also think Mailonline is the least of your worries in regards to its inclusion within networks… Networks alone should be your main concern due to lack of clarity – Do you not remember the Adconian / porn site debacle ??
User ID not verified.
I’d be very happy to see Daily Mail style/content/approach available over Australian topics. Let’s move away from the painfully laborious Fairfax press and the monotonous faux-celebrity of News and see topics that matter to the silent majority of Australians get a mainstream outlet.
User ID not verified.
Just when you thought the bottom of the media barrel has been reached, the Mail digs a little deeper.
I expect 2DAY will have a tie-up.
User ID not verified.
@Jessica Smith:
1) Networks & clarity – certainly a concern, which is why we (and other media agencies) use systems to track exactly where our ads appear. If they appear on sites featuring celebrity nip-slips or page 3 girls in hot-tubs (e.g http://www.dailymail.co.uk/tvs.....ikini.html), the network is automatically shut down. Blacklisting sites like The Sun, DailyMail (plus hundreds of thousands of others) makes sure we don’t have this issue.
2) AdConion / porn debacle: Weak follow-up from the reporting publication – the network in question wasn’t actually Adconion, nor an agency DSP – it was Google Display Network. And the “porn” in question was covered (albeit bountiful) boobs and some crass language – about the same as you’d see on the homepage of the Daily Mail online.
P.S Don’t get me wrong – I read the site, enjoy it and know many others who do also. But I’m not comfortable that Daily Mail is exactly brand-safe for some advertisers in the AU market, where that level of tabloid fare still raises concerns online. Radio/Press/TV of similarly base calibre seems to get a free pass, agreed.
User ID not verified.
‘The painfully laborious Fairfax press’ – do you mean actual news? Yes, it’s not sensational, which you might find a bore, but I would rather ‘boring’ news than gutter journalism that apparently appeals to the mainstream. There’s A Current Affair for that.
User ID not verified.
What I like (no guilt) about the Online Mail reader experience is the lack of text.
‘Stories’ are image-led and it is perfect for skimming.
I rarely actually read the content.
User ID not verified.
Jean – I think you nail it. It’s snack “news” – i.e. barely legitimate news. Like Women’s Weekly / ZOO with a nice little right-wing wowser packaging.
User ID not verified.
Which UK paper was it that supported the Nazis?
User ID not verified.
@ Ad Grunt – Maybe pass on your description of the readership to the Mail Online ad sales team. This should definitely be included in their media kit!!! ha !
User ID not verified.