The Mail Online holds its title of most viewed
The Mail Online became the only digital newspaper not to lose audience share in December.
Website promotion pays off for Mail Online
Tuesday, January 27 2011 by John Burns
The Mail Online was the most-viewed digital newspaper during December with over three million unique views every day, becoming the only UK newspaper not to lose any share of its online audience for the month.
Figures from the Audit Bureau of Circulations Electronic (ABCe) showed that the newspaper’s website promotion strategy seems to be effective, with 54 million overall monthly views in December.
Meanwhile, guardian.co.uk saw just shy of 40 million monthly browsers with 2,234,360 unique users, Telegraph.co.uk had 31 million monthly browsers and Independent.co.uk just 11 million, with a similar figure for Mirror Group Digital.
UK growth made up 35 per cent of the Mail Online’s monthly audience, but the US is proving to be an important contributor to traffic.
As a result of strong interest from the US, the publication has launched an office in Los Angeles and is currently opening another in New York, which will be three times the size of its LA counterpart.
The front-page sidebar was considered to be one of Mail Online’s most effective website promotion tools, offering users an easy way to find the most popular stories.
“We’re also starting to reach the kind of scale where growth is self-perpetuating,” a spokesperson for the site told the Guardian.
“There’s content that is universally interesting.”
It follows news that free newspaper Metro is hoping to expand its online entertainment section, partially through its presence on social networking site Foursquare, MarketingWeek reports.
Managing director Steve Auckland told the website that he is hoping to drive reader engagement by incorporating user generated content into the print version of the newspaper.
“User generated content fits in with our readership, they are heavy Facebook and Twitter users and we want to give them more opportunities to get involved with the paper, using it as a conduit,” he commented.
Living Streams “Improving clients’ profitability through better use of the internet”