The Daily Mail – Online Success
Posted by admin on March, 2nd 2011
According to the latest ABCe report, the Daily Mail Online has expanded its lead on other UK newspapers, pulling in 56 million visitors a month. The Guardian was a close second and The Telegraph came in third with more than 32 million visitors to their website each month.
Whilst there does seem to be an element of snobbery directed at the Daily Mail, it is hard to argue with the paper’s offline and online pr success. Even with print media declining, in the last year, the Daily Mail has reported a small increase in newspaper sales whilst others sank. How is this possible?
Search Engine rankings - Daily Mail stories often rank highly for stories due to links to their site and the level of content created. They have a large search engine presence from Google, Bing, etc.
User generated content – it is easy to comment on stories (apart from on-going court cases where comment is suspended for legal reasons) Discussion will often lead to return visits and further comments left.
Controversial headlines – stories covered by the Daily Mail are sometimes outrageous and are printed to inflame debate and people love it. Just don’t feed the trolls, as they say in online forums.
Regularly updated content - other news sites are much slower to update.
No pay-wall – what we have learned is that people don’t want to pay for news or waste time logging in to view it.
Less clicks to get to a story - virtually every story is displayed on the home page.
Attracts a lot of traffic from America – by including lots of news from the US, the Daily Mail has a strong readership abroad.
Whilst we wouldn’t pretend that we have unlocked the true secret to the Mail Online’s success, we do think that they have hit upon some strong points that keep readers coming back for more. We should keep in mind that evidence suggests that users don’t want to pay for content and they want to access it easily. Media is now certainly social and people genuinely believe that everybody wants to know their opinions and on certain platforms it is a very good idea to facilitate that – well done Daily Mail!
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