The Daily Mail web site had a very good August. It recorded 45.5 million unique users, up 3% on on the previous month, and up 51% on last August. One suspects some of the rise is due to the photographs of women "celebrities" generously trailed under the excuse "Femail" on the right hand side of the home page.
But there's another feature of their approach to content which I think might be helping. Pile 'em high. On today's news tab they feature intros or summaries to 56 stories (in addition to myriad other single line headlines and teasers) which scroll down way beyond the notional "fold" of most browsers.
The home page of BBC News, with access to more than 200 correspondents around the world, features intros of three lines or more to just 13 stories. And, after its recent redesign, a generous amount of "white space". (Dubbed internally BBC Lite). In January 2010, BBC News reported monthly unique users of 35m.. Now, you could and should argue that the whole of the BBC site, including sport and entertainment is the proper comparator. None the less, from a standing start, The Mail has now soared past BBC News, its unique resources and its previous pre-eminent position. Has gold commander and Director of Journalism Mark Byford, web champion, been made aware of this change in the league table ?
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