Jan 11 2012
How the DM are nailing it online.
During the week, I was looking at a chart of visitors from Ireland to newspaper websites. The short and medium term trends both piqued my interest…
Medium term is above, Daily Mail is in orange. Two obvious conclusions:
1. They’re all rising!
2. Daily Mail is rising faster
Fine. Now let’s look at the short term:
1. Daily Mail are knocking on the door of becoming the biggest Irish website for news
2. They don’t suffer from the Saturday blips in the same way as the others do.
Despite being a new publication here and not even having Irish stories online for the most part, their web traffic from Ireland is catching the Independent for second and will pass them in 6 months unless the trend is arrested. But how can it be arrested? And why are they catching? These are good questions, especially given DM doesn’t even upload most of its Irish stories. However, everyone who goes to the website semi-regularly knows the answer(s)
1. It’s human interest driven
2. It’s damn sticky (look at that right hand side bar)
How can the trend be arrested? Well, this is the space that the Independent should be occupying online, but has so far completely failed to do – look at Independent Woman, and the complete disconnect between that and the rest of the news website. They sort of know the strategy they need to go with, but they’re hampered in their ability to execute.
What about The Journal, you might ask. Isn’t that huge?
Well… no, or at least, not yet:
The Journal is surprising in that it has yet to penetrate the readership statistics of the newspapers, even though the undeniable trend is upwards, it’s slower than I’d expect. As it now approaches 120,000 facebook likes in Ireland, it’s fair to say that it’s probably within sight of its saturation point within this number (which must be around 170,000). It seems it will either need to improve its original exclusive content (eg having correspondents covering unique things – LH, councils, press conferences) or expand a little and begin building in another market – Northern Ireland would be an obvious first step, with the UK as a whole perhaps being a little ambitious. And maybe a regular “figure of controversy” having a column would do them no harm either – Leeson has so far proven disappointingly uncontroversial!
It’s an interesting market, and there’s a clear gap to become market leader in the space. Who’ll learn the lessons so far and who’ll grasp the nettle is still an absolutely open question though.



