We’re taking another step towards digital as the Daily Mail scraps the MailOnline brand.
In my thirty years working in PR, I’ve seen a lot of things change, but nothing has been as seismic as the media landscape’s shift from print to digital.
The latest news from the Daily Mail’s parent company is a perfect example of this relentless tide. They’re scrapping the MailOnline brand to focus on digital subscriptions, a move that speaks volumes about where the industry is headed.
For years, the Daily Mail’s strategy felt almost defiant. They had a hugely successful and profitable print product, and their digital presence, MailOnline, was treated as a separate entity.
MailOnline was designed to be a free-for-all, a global reach machine with its infamous sidebar attracting a massive audience.
The business model was simple. Print sales and print advertising would fund the paper, while MailOnline would survive purely on ad revenue. But despite the soaring numbers of clicks and page views, advertisers were never fully convinced. They knew a free audience glued to celebrity gossip wasn’t the same as a paying reader.
Now, all of that is changing. The once-separate operations have effectively merged, and the new bold target is one million digital subscribers in the next three years. This shift reflects a harsh reality that every publisher must face. Print sales are in steady decline and advertising revenue is no longer what it used to be.
The future of journalism depends on attracting readers who are willing to pay for content online. The Daily Mail, once a titan that seemed to be resisting this change, is now finally embracing it. It’s a clear signal that the digital-first era isn’t just an option anymore; it’s the only way forward.
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