DMGT execs have been wooing shareholders at an investors day on Monday. We’re not there, but DMGT has published all its slides online – they show a publisher determined to eschew Times Online’s paid route by aggressively courting advertisers and eyeballs to remain largely free. Here are the key bullet points…
• Half of Mail Online traffic is direct hits.
• “Digital-only display ad revenues for MailOnline are currently up 131% year on year for financial ytd.”
• Mail Online publisher Martin Clarke says he’s “gunning for the portals” and “attacking portals like MSN and Yahoo”.
• Why the site is celeb-heavy: “Choice of content is heavily influenced by real-time minute-to-minute monitoring of reader activity – while preserving core brand values.”
• Site’s readers are “MidBritons to a man and woman” – “a younger, richer version of the people who read our papers”.
• “Readers will not pay to consume general news on the web.”
• “All news has traditionally been free – EXCEPT print.”
• “People pay for the convenience of print in recognition of the special cost of production and delivery of a tangible product and because they purchase it WHOLE.”
• “Which is why they will also pay for news on mobile devices.”
• “And we will also experiment with niche paid-for web content.”
• “Like it or not, the web is free with one or two players in each sector becoming big winners.”
• “MailOnline – uniquely among UK newspaper sites – is now big enough to make the advertising model pay.”
• “Staying free also allows us to expand our news brand internationally.”
• “And protect and promote our group’s paid-for products and services.”
• “A pay-wall MIGHT make a little money – we will make a lot.”
Pushing to print:-
• Web begets print – “78% of UK MailOnline audience do NOT buy Mail newspapers, but are exactly the kind of people who SHOULD.”
• “Mail readers who also use our website buy TWICE as many copies of the paper.”
• There’s a “focus on converting new customers to paid-for products in print and on mobile devices“.
• Mail Newspapers made about £11 million from cruise adverts in 08/09.
• Sainsbury’s sells 27 percent of all Daily Mail/Mail On Sunday copies.
• Mail circulation revenue has been growing for the last decade.
• The Mail’s circulation is falling slower than the rest of the market.
• The MailLife retail affiliate brand earned £21 million turnover at half-year – £4.7 million revenue for A&N.
• Customers used it to buy 566,000 products in 08/09, spending £31 million – it sold £3.6 million worth in wine alone.
• A&N Media says it has a database of 13.7 million contactable customers.
• Now A&N wants to connect up its whole consumer portfolio, including Metro and Loot, in this way.