Almost everything about Mail Online is extraordinary – the large amount of hits, the ever-rising revenues and the sharp-elbowed way it goes about obtaining material.
Its good results are not able to be denied, as the figures relayed in Mark Sweney’s report right now illustrate. One particular eye-popping statistic is that the staffing has increased from 300 in September last 12 months to 460 now (of which a hundred are based mostly in the US)
No wonder a Every day Mail pal of mine refers to the serried ranks of Mail Onliners at the Kensington office as “the terracotta army” led by “Common” Martin Clarke.
They undoubtedly seem to be winning the digital war in terms of site visitors volume, and by a considerable margin. Sadly, as with all armies, sustaining discipline is typically problematic.
When I reported on Monday that Mail Online had ripped off a Los Angeles freelancer’s unique interview for the Day-to-day Mirror it elicited a number of comparable tales. Plagiarism aside, there is also controversy above the nature of the site’s articles which attracts the most hits – the so-named “sidebar of shame”.
It is replete with under-dressed celebrities not doing much of curiosity and not saying something worthwhile. But it is undeniably popular. Gossip and glamour promote.
So there is an clear disconnect in between the Mail print titles and Mail Online’s most-go through content. It is a daring approach and, therefore far, it has been really productive.
Critics of the Mail’s journalism often overlook one particular crucial truth: whether or not in print or online, it is all achieved with substantial journalistic design.
There are twin, interlinked factors for that – the top quality of knowledgeable, talent leadership and the quantity of bodies available to carry out their leaders’ orders.
Why Mail Online"s "terracotta army" is winning the digital war
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