Monday, September 03, 2007

The Mail Grows On

I have completely missed the rise and rise of the Daily Mail. Since they did their relatively soft launch about a year ago, they've seen a steady rise in their UK traffic figures.

Comscore shows the region they're currently in:
Sun, Guardian, Times, Telegraph, and Daily Mail

Of course the wonderful work our team did on the Sun has paid dividends in terms of driving traffic to the Sun - it's now receiving the most traffic of any news site in the UK.

The real surprise is the Mail though, when we look at relative growth rates, the Mail is just about growing faster than the Sun. They are only three percent below the rate the Sun's been seeing.

Some makes sense as the core audience for the Mail is only coming online at the moment. However, this is unlikely to be the only reason for the drive. I suspect there has been some in-paper advertising going on, but it would definitely be interesting to find out some more info.

One of the obvious areas of growth for them has been their daily visitors:

Sun, Guardian, Times, Telegraph, and Daily Mail

Many of the papers use their daily stats as a key metric - they relate it directly to their daily circulation. On this measure, the Mail actually beats the Times and the Telegraph at the moment (their visitors are obviously coming back on more days than their competitors).

The Sun absolutely cleans up on this one at the moment, which gives a graph I suspect we'll use in the next awards entry! I won't put it into Swivel, but they're approaching double the Guardian's number.

Overall I think we're going to see the Mail attempting to wield a little more influence in the coming months. As much as I hate to say it, but I think we're going to have to spend some money with the Mail...

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