Daily Mail Does An About-Turn; Decides To Advertise To Overseas Readers

Finally, after years of ignoring the revenue potential in its huge overseas audience, Mail Online has decided the best thing would be to monetise those readers. Some 75 percent (8.6 million) of the news site’s 11.6 million monthly users came from outside the UK in August, according to yesterday’s ABCe figures (higher than any other British online paper), but consecutive bosses have considered advertising to them “pointless”.

Today, however, editorial director Martin Clarke tells Media Week the outfit is “looking into effective ways of selling digital ad space tailored to an international audience”: