The Daily Mail has announced a strategic rebrand of its digital operations, consolidating all digital platforms – including MailOnline – under the singular masthead: Daily Mail.
The move is designed to eliminate audience confusion and capitalise on the strength of the Daily Mail brand across editorial and commercial fronts. It forms part of a wider initiative titled “One Daily Mail, One Million”, which includes a global target of one million digital subscribers by 2028.
The Daily Mail currently has more than 325,000 digital subscribers worldwide. That includes 20,000 in Australia and 50,000 in the United States. The brand launched its Mail+ subscription service last year, which it describes as one of the fastest-growing paid news offerings globally.
To support its subscription ambitions, the company is investing in new editorial technology and user experience upgrades. Upcoming developments include a revamped website and app, enhanced video content, and a strengthened newsletter portfolio.
Danny Groom, Publisher and CEO of dmg media, said the company is responding to a fast-evolving media landscape. “Our industry is changing at a breathtaking pace and we are confident our new One Daily Mail, One Million strategy will put us in the strongest possible position to thrive in the years ahead.
‘We are fortunate to have an extraordinarily loyal and engaged direct audience. Pulling together this vast global readership under one prestigious, world-famous brand will unlock new commercial opportunities and give us the power to take on our global rivals.’
Ted Verity, Editor-in-Chief, Daily Mail, said the target of one million subscribers by October 2028 was ambitious but realistic: “One million subscribers by October 2028 is a big target. But it’s one I’m certain we can achieve because of the awesome talent of our staff and the unbeatable quality of our journalism.
“Throughout its illustrious history, the Daily Mail has had an intuitive understanding of what its audience wants and that’s never been more important than today – whatever platform we are using to tell our stories.
“One Daily Mail, One Million Subscribers is a brilliantly clear statement of where we are heading and where we need to be.”
The Daily Mail reaches more than a billion people globally each month and claims over 150 million social media followers. It is part of dmg media, which operates media properties across news, lifestyle and entertainment categories.