One of the world’s most influential and far-reaching news publications has set its sights on Australia, as the Daily Mail plans to launch down under.
While still in the early development stages, DMG Media have registered the domain name MailOnline.com.au and have filed a host of Australian trade marks to boot, meaning we’re likely to see both electronic and newspaper versions in the near-future.
The British-based Daily Mail is the second most read newspaper in the UK, while the online site is one of the most read news sites globally, with over 100 million unique browsers each month. With serious media clout behind the brand, the DM launch is likely to cause a stir in the small Aussie marketplace.
The newspaper has been criticised in the past for its far right-wing approach and outdated views, but there is no doubt that the Mail Online is a force to be reckoned with. With an endless ticker of celebrity gossip, speculation and all things Kardashian, it makes for an absorbingly addictive habit.
It’s hardly wholesome content but the pseudo-news site certainly knows how to deliver content in bite-size chunks to consumers who are increasingly concerned with celebrity. The photo-heavy site shows you who’s wearing what, who hasn’t shed the baby weight and who’s having a breakdown just as quickly as consumers seem to want it.
By Australianising content, the Mail likely hope to expand their empire and this news will certainly give existing publishers some food for thought.
