Tue - 16.01.2018

The Daily Mail expands online with Indian site

The Daily Mail expands online with Indian site

British tabloid The Daily Mail is broadening its online presence with the introduction of Mail Online India, reports Roy Greenslade in The Guardian today.

The new page is integrated into Mail's UK website, but contains content from Mail Today, a publication launched by the Daily Mail's parent company Daily Mail & General Trust together with the India Today Group in November 2007.

Mail Online India features Mail Today's logo on its banner, but it also reproduces large amounts of content from its British counterpart; the 'Femail' section, for example, is identical on both sites' home pages.

Greenslade writes that the new page is a "natural move for the Mail's ultimate owner" DMGT, considering its investment in the Mail Today. In fact, as Greenslade acknowledges, that investment is not so large. Indian law places restrictions on foreign media ownership and DMGT has only a 26% stake in the Dehli-based paper. But despite this relatively small share, Greenslade notes that in DMGT's annual report, published last week, the media group has promised to use its relationship with partners as a "foundation to extend Mailonline's presence in the market".

Mail Online's reach is already impressive. Accoring to Audit Bureau of Circulation reports, in November 2011 it recorded just under 85 million unique users - a significant rise from the already impressive 79 million unique visitors to the site the month before. The second most popular British news site,, was far behind with 63.5 million unique visitors in November.

The site also already boasts an impressive international audience. reported that of the 79 million unique visitors to Mail Online in October 2011, only 27.8 million came from the UK. According to the same report, Mail Online was the world's second busiest English language news site, second only to the New York Times.

As the Mail seeks to grow even further internationally, India is an inviting market. Not only is newspaper circulation expanding, but there is a particular market for English language publications as more and more of the Indian population moves towards speaking English. In an interview with WAN-IFRA last October Shyam Parekh, editor of English-language daily DNA Ahmedabad, noted that there is "huge growth potential" for English language papers in India, commenting "English newspapers can grab readership from all the language newspapers from across the country, if not now, over a longer period of time".

So far, according to DMGT's annual report quoted by Greenslade, Mail Today is "still loss-making" but has seen 50% growth in year-on-year revenues and 91% growth in year-on-year circulation.

It's a different story in Britain. The ABC report from December 2011 shows that the Mail's print circulation has declined 1.78% month on month, and 4.73% year on year. However, the paper's brand is still strong and the drop in its circulation was less severe than that of any other British daily. 

Sources: The Guardian (1) (2) Editors Weblog, WAN-IFRA, (1) (2)


Hannah Vinter


2012-01-19 15:08

Shaping the Future of the News Publishing

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