News & Opinion

MailOnline plans US growth

The global CEO of MailOnline speaks to Forbes about future plans for MailOnline stateside.

Sean O’Neal, the global CEO of Mail Online, has said that he believes future growth for the American site lies in winning over readers from a wide and diverse range of other publishers – including The New York Times, The Huffington Post, People Magazine and E! Online.

This strategy is illustrated by a PowerPoint slide (see below) created by the MailOnline team, which maps the major US publishers and places MailOnline at the centre of the mass.  

O’Neal explained the positioning: “We like to think of our breed of content as the popular content that people are talking about. It’s the stuff that’s creating conversation. We call ourselves the world’s water cooler… In reality, it’s creating a new segment in the marketplace that I don’t think anyone is really catering to today. And, in order to continue to grow, we’re probably drawing from audiences that come to a lot of these other places. Rather than have to go to the New York Times, People and E! Online, you can just come to our page.”

According to comScore figures for January 2013, the MailOnline has a global audience of 54.2 million, with a larger proportion of its readers in the US than in the UK.

Further plans to expand MailOnline’s American presence are also touched on in this week's Campaign magazine. Speaking to Arif Durrani at Newsworks’ first-ever conference Shift 2013, Lord Rothermere, DMGT chairman, said: "In the US, you can’t ignore the Spanish (speakers), so we’re looking at that.”

Rothermere also said that next in line to see a MailOnline site “will probably be Australia… we can make it a base for all of South Asia” and added: “You can’t ignore India… We will try to capitalise on our success there.”

Mail Online USA

Sources: Forbes and Campaign

16/05/13

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