‘Mail Online,’ U.K. tabloid import, beefs up its stateside operation again; plus, Time Inc. layoffs today

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The Mail Online homepage today. ()
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The Lineup collects the media stories, big and small, that are on our radar each day.

It's been a few years now since Mail Online, the digital brand of middlebrow U.K. tabloid The Daily Mail, began elbowing its way into the traffic rankings once dominated by top U.S. news sites like The New York Times and The Huffington Post.

A big part of the strategy was to drop anchor in New York with a staff here (as well as one in L.A.) that could churn out the sensational "WTF?!" stories that American and British audiences, high and low alike, can't resist clicking on. (Today's splash headline: "The white slave tattooed by her Native American family, the 1920s full-body fanatics and cancer victims who opt for 'ink bras' instead of new breasts: The fascinating history of women with tattoos.")

The strategy has been embraced by one of the hometown tabloids, the Daily News, which last year lured a former Mail Online editor to run its website.

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And it appears to be bringing in enough eyeballs for Mail Online that the site is now further bulking up its U.S. operation.

Two years after quietly opening a Soho office, Mail Online is planning to double its American newsroom fleet, bringing to 100 the number of reporters and editors (currently 30 in New York and 20 in L.A.) it has working here, according to Crain's.

Judith Messina reports:

“Our budget is to double revenues in 2013 and more or less continue to double revenues year over year,” said Sean O’Neal, recently appointed global chief marketing officer. Mr. O’Neal declined to disclose Mail Online’s current U.S. revenue except to say that “it’s early days for ad sales in the U.S.”

A veteran of the New York tech scene who goes back to the early days of Silicon Alley as advertising manager of music site N2K, Mr. O’Neal said his advertising strategy will focus heavily on mobile, which accounts for about a third of Mail Online’s daily traffic.

Lucky for them, the New York job market happens to be flooded with unemployed digital tabloid journalists at the moment.

On Capital....

'New York Post' getting a web overhaul from the team that brought you the new 'New Republic'

In other news...

For New York Times employees who recently took buyout packages, the money was a big draw. [The New York Observer]

Fox News logged its worst ratings since 2001. [BuzzFeed; HuffPost]

Conde Nast gave executives a sneak peak at its forthcoming video channels, and other fodder from the company's annual publishing meeting. [New York Post; W.W.D.]

Behind New York's Christine Quinn cover. [W.W.D.]

A look at The New Republic's ad-page count. [Maza's Bazaar]

Time Inc. layoffs are happening today. [WSJ; AllThingsD; Adweek]

When it comes to crediting their competitors for scoops, The Wall Street Journal and Bloomberg are "pathetic." [CJR/The Audit]

The Village Voice has a new deputy editor. [Jim Romenesko]

Quotes of the day...

The Times has been and always will be a source of fascination for readers. We're good at what we do — not perfect, mind you — but we deliver a quality of information and thought that is hard to match. Average people and world leaders pay attention to it daily, to the subjects the Times chooses to cover and the way those subjects are presented. It's only natural that the fascination people have for the news product would evoke a fascination with the people who make those decisions.

Jim Roberts

A millionaire who is keen on supporting journalism is a terrible thing to waste.

Jack Shafer

On Twitter...

On TV...

Al Gore tells David Letterman that Al Jazeera has the best climate coverage around:

From our inbox...

Time Out has a new president:

Jennifer Morgan has been named President of Time Out North America, where she will oversee all aspects of the company’s operations including online and print properties in both New York and Los Angeles. The role was previously held by Aksel Van Der Wal, who was promoted to CEO of Time Out Group in July 2012 and is now based in the London office.

Jennifer Morgan brings more than 18 years of senior leadership experience. She joins Time Out from Collective where, as Chief Operating Officer and Chief Marketing Officer, she played an integral role in the company's development into a top tier digital, advertising, and technology services provider.

Aksel Van Der Wal, Time Out CEO, commented: “Jennifer’s background is the perfect complement to the Time Out Group executive team, and aligns with the organization’s long term growth strategy. Our continued commitment to the expansion of our digital offering across our global web platform and mobile and iPad apps combined with her digital media and advertising experience ensures that the Time Out brand is well positioned to meet the needs of our customers and partners.”

“I am thrilled to be joining the talented team at Time Out, an iconic and trusted brand that is leading the content-meets-ecommerce category during a time of great opportunity and evolution in digital media,” said Morgan. “Time Out’s brand strength, unique editorial voice, and ongoing commitment to digital transformation will enable us to continue to provide our audience with the most comprehensive resource for discovering the best that cities have to offer across the globe."