Tue - 21.11.2017

ComScore: Mail Online is the world's biggest newspaper site

ComScore: Mail Online is the world's biggest newspaper site

The Daily Mail has overtaken The New York Times to become the world's biggest newspaper site, according to data from comScore.

Buzzfeed reports that in December 2011 Mail Online reached 45.3 million users, compared to 44.8 million reached by the The New York Times.

Mail Online publisher Martin Clarke told Buzzfeed in an interview that growing US audiences and the hiring of deputy editor Katherine Thompson, formerly of the Huffington Post, have helped fuel the Mail's boom in readers. The site has a strong presence in America, with permanent staff in New York and Los Angeles.

Most importantly, he says, "we just do news that people want to read." Clarke credits the Mail's roots in Fleet Street for its "entertaining, engaging way with clear, concise, straightforward copy and lots of good pictures."

Times spokeswoman Eileen Murphy criticized the The Daily Mail's claims to the top spot, saying that Mail Online only became number one by including its personal finance site ThisIsMoney in the total. She told BuzzFeed that if the Times counted readers of its other properties, such as the Boston Globe, it would still be on top.

"We remain the number one individual newspaper site in the world," she asserted.

Murphy also emphasised that the Times and the Daily Mail target very different audiences. "It almost doesn't need to be said, but the Daily Mail is not in our competitive set," she stated.

Both Buzzfeed and The Guardian's Roy Greenslade agree that there is no clear standard for measuring online traffic.

According to figures released by the Audit Bureau of Circulations today, traffic to Mail Online actually dipped by 0.95% in December compared to the previous month. ABC counts "unique browsers" i.e. the number of different computers accessing a site, while ComScore is said to count the total number of online readers.

Still, Clarke defends his claim to the top spot, saying that the comScore figures show "that we are now one of the biggest players in terms of Internet news, as is the New York Times - and I'm sure we both will be for a while."

But perhaps not forever, Clarke seems to suggest. He points out that the Daily Mail's growth is much steeper than the Times's. "With their paywall it's flatlined a bit," he notes.

Last week Mail Online expanded with Mail Online India, an Indian site integrated into the Mail's own website but including copy from the Dehli-based paper Mail Today, which the Daily Mail part owns.

It remains to be seen whether Mail Online's rapid growth helps it make money. Paid Content reported last November that Associated Newspapers websites, Mail Online, Metro and ThisIsMoney lost £900,000 in the first three quarters of 2011 as they invested in expanding their operations in the US. Martin Morgan, the CEO of the Daily Mail's parent company, DMGT, told analysts that "profitability on a meaningful scale is not going to be until 2013".

News International's digital product director Nick Bell told Paid Content last week that although sharing content online offered newspapers a huge audience, "trying to derive direct monetary value from those users is still a challenge".

Sources: Buzzfeed Paid Content (1) (2) sfnblog, Press Gazette


Hannah Vinter


2012-01-26 12:45

Shaping the Future of the News Publishing

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

Footer Navigation