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Mail Online continues to be the UK's most popular national newspaper website after boosting its visitor numbers in March. The Mail site responded to a slight slump in traffic in February to record a 16.5% rise to 3,661,666 average daily browsers last month, according to the latest Audit Bureau of Circulations figures. Judged monthly the site attracted 66 million visitors compared to to the 50.9m it snared in February. The Mirror's network suffered a second consecutive month-on-month fall, with a dip of 2% in average daily users to 537,355.
And it appears to be bringing in enough eyeballs for Mail Online that the site is now further bulking up its U.S. Mail Online, the loud and lurid website of England's favorite middle-market tabloid, The Daily Mail, has a lot to brag about right now.
On the day it was revealed that the Mail Online notched up almost 100m readers in January, an industry insider with extensive experience of working within some of the world's largest online news organisations tells The Drum the secrets behind its incredible success. The way Mail Online works is that it has a team of about four junior people who get sent through all of the content from the journalists.
The SEO team receive stories from journalists and then change the headlines and add some key words before launching them on the site.
Around mid-2008 all the newspaper sites were at about the same level, but as the Mail started to push the trending topics it got more visible on Google News and that’s when it really started to see an increase in traffic. The Audit Bureau of Circulations used to use unique visits as its main metric for judging the performance of a newspaper website. This is because Mail Online does extremely well on the average page views per user metric; it is very good at keeping people on the site once they get there. But advertisers still want to see unique users, so the Mail tries to drop as many cookies on people as possible. I’ve seen the Mail do all kinds of things with content to attract unique users, including pushing out stories that have already been published, which they alter slightly and publish again.
There’s a big difference between the people who read the Daily Mail newspaper and those who read the Mail Online. Much of its growth has been attributed to overseas visitors, with only 32.7% of its traffic coming from the UK.


Since formally constituting its American operation, the site has capitalized on coverage of sensational mass-market news and click-friendly fluff to bring its total number of unique visitors in the U.S. So the journalists and the editorial staff don’t really have anything to do with the SEO side of things. One of the reasons why [a former SEO figure at the Mail] left was because he couldn’t handle it. Whatever is trending on Google News, be it in the US or the UK, Lady Gaga or whatever, Mail Online will be writing lots about it. That has since changed, and I understand that change came about through pressure from the Daily Mail group, which wanted to change the data from monthly unique visits to average page views per user.
There is a panel on the right hand side of the page (packed with salacious celebrity stories) which works extremely hard to entice readers. If readers come back after they have been ‘cookied’, then they will only count as the same unique user – unless they delete their cookies. I don’t think the people who visit the Mail Online really care that much about the fact that they use keywords in their headlines or that they may use lower grade content. The journalists and sub-editors continue to do the job they would be doing while the SEO team’s brief is to drive traffic. If the Mail Online was having a bad day for traffic, he’d be pulled into the office and would be torn a new one. Its journalists will write about celebrity stories in the US that the British press wouldn’t necessarily cover. Over the past two months, five journalists from Mail Online's Soho-based Manhattan operation have quit to go work at the Daily News, which is beginning to nip at Mail Online's heels in the race for U.S.
That May, the News, under the editorship of fellow Fleet Street alumnus Colin Myler, hired him to run its website. Four of the recent acquisitions from Young's alma mater—Tom Durante, Beth Stebner, Nina Golgowski and Leslie Larson—now report to him.
One senior News employee told Capital he knew of at least three print reporters and three online journalists from the News who'd been approached to work for Mail Online, unsuccessfully; likewise, an ex-Mail Online source said editors have pushed to hire away journalists from the New York tabloids. They've managed in at least one instance: Perone was a reporter and re-write guy at the Post before Mail Online hired him as a Manhattan-based assistant news editor this past January.


And last year, when News owner Mortimer Zuckerman hired Myler, late of Rupert Murdoch's scandal-tainted News of the World (and himself a Post alumnus), to revamp the paper, Myler was game to play up the decades-old rivalry. In fits and starts in terms of strategy, and yet always devoting significant budget to an independent online operation, the News gained massive national audience share over the Post on the web in recent years. The Post, which is now working on its first really significant digital reboot under the stewardship of ex-Gawker editor Remy Stern, has been playing catch-up.With the Post in its dust, the News now wants to shave off some of Mail Online's market share by essentially replicating them.
And it looks like it could pay off.Nabbing Young was a keen offensive on Myler's part—a tactical calculation that reflected the cutthroat spirit of British newspapering. In terms of traffic to newspaper websites, there were only two in the world, China's People's Daily and Xinhua News Agency, whose visitors eclipsed Mail Online's 50.23 million for the month of May, according to comScore, an analyst for which noted that Mail Online is the most widely read online newspaper brand in the Western hemisphere.
They include Danny Wheeler, who announced last month he was leaving his post as editor of Mail Online for a new job in Australia (presumably with New Corp's newspaper arm there). More than one veteran of Mail Online's New York office recalled monotonous nine- to 11-hour shifts compensated with annual salaries in the ballpark of $50,000. The emphasis is on quick-turnaround aggregation and rewriting other people's articles without editors looking over copy before it gets published live. It's mostly rows of desks and computers, with several flat-screen TVs on a wall where the reporters and editors sit and glass offices in the back.
There are roughly 45 employees altogether, including about a dozen staff reporters, give or take, and "an army of freelancers," as one source put it, who fill in gaps on nights and weekends.
The newsroom is that type of modern-day digital bullpen where people come in, put there heads down and type.
Phone calls to sources are rare, and the place feels isolating and quiet—save but for the occasional screaming of Mail Online publisher Martin Clarke, who splits his time between New York and London. In one instance last year, when Clarke's computer was acting up, according to sources who were present, he loudly berated a member of the I.T.



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