Guardian: Mail’s traffic rise reopens questions about target audiences

Mail Online last week became the UK national newspaper website receiving the most monthly unique users.

But it gets a lower percentage of its user from the UK than any of the other newspaper websites so says the Media Guardian – gleaning a load of traffic from international celeb news and matching itself against other sites that aren’t just UK newspaper afilliations.

Martin Clarke, Mail Online’s editorial director, told the Guardian: “We’re used to measuring against [other newspapers], but I’m as interested in what Google News, the BBC, or Sky is doing,”

Does this render the ABCe measurement of newspaper against newspaper redundent? As newspapers will be matching different parts of their website against other specialist publications.

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